Visitors to July’s Festival of Fashion Pure London, taking place from the 21st – 23rd July at Olympia London, will be delighted to discover a host of returning favourites alongside up and coming and new brands and designers showcasing SS20 collections, the latest in ethical fashion, and exciting new trends showcased on catwalk shows across the three stages. Alongside over 700 brands the July edition will present inspiring and educational content, talks and keynote speakers discussing topics including sustainability, the circular economy, social media and e-commerce strategies, new technology and retail innovations, and sustainable styling sessions.

With an enduring focus on supporting and championing responsible fashion and sustainable brands, the Pure Conscious section continues to offer the best in ethical fashion. Pioneers of ethical and sustainable fashion, People Tree, return and will sit alongside a roll call of responsible brands including Ulsto, Komodo, Menestho, Mimush, AfterLife Project, Scarabaeus Sacer, and Raw Angel Apparel.

Exciting new Premium, Designers, and Ready to Wear womenswear brands include Didriksons, Nightporter, Magnolia Pearl, Valentina Poltronieri, Caraclan, Two Point Two, Yaaf London, Hera Concept, Lang N Lu, Concreto, and STAŠA, alongside favourites including Religion, Rino&Pelle, Thais & Stroe, Vilagallo, Bitte Kai Rand, POM Amsterdam, Thought, Pour Moi, Sofie Schnoor, indi & Cold, Moutaki, Soaked in Luxury, Nice Things, Onjenu, Yerse, Saint Tropez and Godske. After a successful first season in February MOS MOSH returns with its sought-after collection of luxury jeans, tailoring, delicate tops, rugged jackets and fine leather garments.

Striking new accessories and footwear brands include Decielis, iDeal of Sweden, Kookii B, and Fay Bijoux. Visitors will also see returning footwear and accessory favourites Bulaggi, CARA, Alpe, Ipanema, One Hundred Stars, Lemon Collections, Powder, Tilley & Grace, Belle & Flo, Eliza Gracious, Seeberger, Sence Copenhagen, Nour, Big Metal, Love Rocks, and Christina Brampti. Women’s ski label H. Holderness joins the Athleisure section alongside Cheekfrills, MilaVitsa, and NUX.

Gen Z continues to offer a platform for young fashion, bursting with of-the-minute, trend-led, ready-to-order fashion and street style collections from brands including Bench, Ragged Priest, Cubic, Glamorous, Compania Fantastica, Amy Lynn, and Collectif Vintage.


Pure London and Pure Conscious take place at Olympia London from the 21st – 23rd July 2019. Visit for further information, to register, and for highlights from the latest show.