General_010 Pure London closed its doors with exhibitors and retailers in a positive mood, commenting on the inspiring and creative Spring Summer 17 collections and the energetic atmosphere at the show.

Organisers report that retailers from around the globe have placed orders whilst being inspired by 26 seminars held across the 3 days and enjoying the Latin-American trend, interpreted for this season’s theme – A Life Less Ordinary.


Show highlights

Dylan Jones, editor of GQ magazine, delivered a keynote speech entitled General_047‘London Rules the World: Never before has our capital been such a centre of creativity.’ Jones spoke proudly on the inspiration the country’s capital has on fashion: “We are a unique city and we need to remain so. We need to treasure this.”

The Pure London Brexit panel discussion, hosted by Keely Stocker, editor, Drapers, gave visitors an insight on new innovations and developments for the industry in a post-Brexit world. Key factors included boosting customer confidence, retailers offering a bespoke customer service and preparing for greater accessibility to the Chinese and Indian markets. Read more here.

WGSN’s Sara Maggioni presented an exclusive SS17 Buyers Briefing to a packed catwalk for both Menswear and Womenswear trends for the season. Trade associations from South Africa, Peru, Korea, France, Turkey, Spain, Portugal, Romania and Italy brought new and exciting brands to Pure London, including Blaklisted, Larisa Moda, and Jagadi Couture.

Visitors emerged themselves in the latest SS17 designs from a mix of stylish labels on the Main Stage Catwalk and The Spirit Catwalk.


What did visitors think?

General_012Visitors from Net-A-Porter, ASOS, The Arcadia Group, John Lewis, Whistles, Sole Trader, House of Fraser and Anthropologie all visited the show along with many of the UK’s top independent retailers including The Dressing Room, Caramel Clothing, Pamela Shiffer and Sunday Best.

Clara Madalena, buyer at Whistles, commented: “The show is really interesting, I’ve met so many international brands and it’s been great talking to people from all over the world. I loved the catwalk and was overwhelmingly pleased to see all the different styles and brands.”

“I have been coming to Pure London for years and this is the best show I have been to. The mix of brands, the clear editing and new collections have been fantastic. I haven’t stopped placing orders for two days!” commented Jan Shutt of Sunday Best.

Lucy Burton, buyer at ASOS, commented: “We have seen some good brands – it’s great to catch up with old and existing suppliers. Pure London is definitely worth a visit, the show is always good and the catwalk is great for us to see. The show has been inspiring, fun and productive.”

A dynamic mix of buyers was met with an equally diverse mix of brands with collections from over 700 brands, of which over 300 were new to the show. Accessory brand owner Helen Moore, which launched a menswear collection for the first time this season at Pure London, commented: “Pure London is the best tradeshow for fashion, we’ve met new customers and seen a good mix of returning customers. It’s been a great show for us.”

Also new to the show, Cheap Monday commented on the good mix of brands they have seen. “Its great being at the show, we’re reaching out to more independents and it’s good for us to be more commercial. There is a varied mix of brands here; it’s good to sit alongside the edgier and more urban menswear brands,” said senior account manager Nichola Morgan.

Popular high-street brand Neon Rose showcased for a fourth time this season, commenting: “We would recommend Pure London to other brands, it’s a good opportunity to meet key buyers in our target market. The show has been busy, it’s a great meeting point for networking.”

Julie Driscoll, portfolio director of Pure London, commented: “We provide a gateway for global fashion brands offering originality as well as new collections from existing brands. This season we have re-enhanced the visitor experience, with magical moments! We will continue to listen to what our customers want and change, evolve and adapt.”

The next edition of Pure London will take place from 12 – 14 February 2017 at Olympia London.