Trade fair: Pure London champions UK Fashion this July

UK retail stalwarts as well as new and celebrated brands will be among the diverse showcase of British brands that will take part in the Pure London fashion trade fair slated for July 16th-18th 2023 at the iconic Olympia London in Kensington. 

Billed as the UK’s largest Festival of Fashion and a trade collective of global fashion designers, brands, buyers, creative minds and inspiring trends, Pure London plays a crucial role in fostering business growth, facilitating collaborations, and helping trade visitors to stay updated with the latest trends and advancements in the fashion industry.

GWD

The UK is the third largest apparel and footwear market worldwide with a market size of approximately £58 billion, according to UKFT report - Compendium of Industry Statistics and Analysis. It highlighted that there were 34,045 businesses operating in the UK fashion and textile sector in 2020, across retail, wholesale and manufacturing. Of these, 16,965 were retailers, 8,825 were wholesalers and 8,245 manufacturers.  

Such is the huge influence of the UK market on global fashion that includes trend leaders, design experts and sustainability innovators.  The July edition of Pure London will be a valuable source for UK brands that will demonstrate the strengths of British design and style.

Among the exhibitors is quintessentially British lifestyle brand Joules which returns to Pure London after nearly a decade of absence from the show and GWD the latest brand from retail legend George Davies.  

Nova Of London

Other British brands include Lily & Me, One Hundred Stars, ONJENU, Mirla Bearne, Nova Of London and Pink Lemons.

Premium lifestyle brand Joules was established almost three decades ago. Known for classic styles designed for an outdoor lifestyle that reference contemporary twists and unique prints, it has been a favourite of high streets and premium department stores across the UK. Tom Joule, Chief Brand Officer at Joules says "We’re thrilled to be returning to Pure London and reconnecting with our industry peers and valued partners. We’re looking forward to sharing our passion for British design and captivating attendees with our Spring Summer 24 range, which was truly built with our customer in mind and feels like a fresh move-on from previous seasons."

The GWD brand includes womenswear and children's wear and follows George Davies' signature mix of occasionwear and smart-casual attire.  Characterised by attention to detail, pieces feature beautiful embellishments, intricate lace designs and subtle trims paired with bold prints and vibrant colours. 

Returning to Pure London for a second season, GWD is the latest collection from the iconic retailer George Davies renowned for transforming the landscape of UK retail over his illustrious career by launching Next, George at ASDA and PER UNA at Marks & Spencer.  

Ethical fashion brand, Mirla Beane, aims to champion the next generation of designers and local makers empowering them to create sustainable fashion that is design-led, sophisticated and beautiful.  Inspired by nature the modern range features strong pops of colour, bold prints, ballooning sleeves, and curving seams creating a style driven and feel-good collection.  Sustainable lifestyle brand, Pink Lemons, is inspired by harmoniously blending the Cornish lifestyle with a love of traditional Indian fabrics and prints.  Traditional printing techniques in colours that range from muted to bold adorn vintage and recycled fabrics to create a beautiful and feminine collection.

One Hundred Stars

Personality filled One Hundred Stars returns to Pure London this season with a timeless collection that takes inspiration from classical and historical designs.

ONJENU was created out of a love of print, colour and femininity and references the iconic fashion of the 50s, 60s and 70s.  while Nova of London will showcase a one-stop-shop collection with distinctive style and a mix of innovative and wearable designs that are on-trend and affordable. 

 Gloucestershire born, Lily & Me, is famous for beautiful prints and easy wear styles that are inspired by arts, crafts and the natural world and will present a joyful and colour-filled collection.

Gloria Sandrucci, Event Director at Pure London says, “We are excited to welcome so many amazing brands from the UK to the July edition of Pure London.  It is fantastic to see UK retail stalwarts such as Joules and George Davies choose Pure London to showcase their collections. The UK fashion market is truly diverse and showcases the best of British style, design innovation, and heritage.  Buyers and visitors to Pure London will find authentic brands with exciting collections.”

Pure London provides an international platform to hundreds of collections and brands, shaping trends, leading the conversation on sustainable, circular and responsible fashion, and providing industry leading educational seminars and content to thousands of buyers.