Pure London returns to Olympia London in July 2023

two model in clothes next to oil drums Pure London returns to Olympia London on the 16th to 18th July 2023 and will see the launch of a new destination POP which joins the existing Sustainable, Womenswear, Shoes, Accessories and Jewellery destinations.

Pure London is the UK's largest festival of fashion, bringing together the brightest minds in the industry twice a year to showcase the best of the season's must-have collections, discover the latest trends, get exclusive business insight, and make all-important international connections.

The event provides a global platform for brands and designers to meet with the buyers that matter the most to their business and connect within the wonderful surroundings of the iconic Olympia London. Inspired by pop culture, the new destination POP invites visitors to engage with the next generation, offering a diverse selection of streetwear, alternative, gender neutral collections, vintage labels, festival 'fits and tech infused pieces. Driven by inclusivity, innovation and diversity POP will be home to creative, fun, cultured and environmentally tuned-in collections. A host of pioneering designers are set to showcase their latest collections at POP.

New to Pure London is Southern Californian brand Blue B, a perfect mix of young contemporary, western, boho, trendy, not-so-basic, timeless classic inspirations, and styles. The sweet southern girl vibe is sympathetic to trends but with individual interpretation and has global appeal. Global powerhouse Glamorous creates a collection for girls who aren't afraid to make and break the fashion rules. Inspired by social media, pop culture and influencer style it is ahead of the curve with fresh new styles added every day. The range of must-wear styles is defined by innovative fabrics, exciting prints and beautiful silhouettes.

London-born Nova of London returns in July with an extensive fashion-led collection with a distinctive style, mixing innovative and wearable designs with the latest trends. Providing a one-stop shopping service, the range includes dresses, separates and outerwear made in beautiful fabrics from sequins to fine knits. American Love Classic create the most stylish socks you've ever laid eyes on! The unique designs blend fashion, functionality, technology and add that fun, bold element to any outfit. Wildflower believes fashion should be personal, fun and about experience. Committed to inspiring and nurturing creativity, the collection includes finished accessories and fun filled DIY supplies, kits, and tutorials to customise and style existing wardrobes. The attitude filled Musimi fashion, shoes and accessories collection is youthful, chic, and stylish. With an individual take on occassionwear and a love for texture and embellishment.

Head of POP, Carole Hunter says, "We are incredibly excited to introduce POP to Pure London this July and buyers won't want to miss the diverse and innovative designers we will be showcasing. This new destination sits at the cutting edge of fashion and is defined by inclusivity, energy, character, and creativity. It explores new technologies and innovations with a focus on street-style, vintage, and gender-neutral collections." Joining the exciting line-up of exhibitors in the POP destination will be Saint Genie, Goddiva City Goddess, QED London, Before Dawn Curve, Lace & Beads, Lusty Chic, Kuroba, AAA Merchandise and many more.

For further information on Pure London and to register please visit www.purelondon.com

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