London's Olympia will play host to Pure, one of Europe's largest and certainly Britain's largest fashion trade fair in February 2005. Over 800 contemporary brands will participate in the fair, which is in its eighth year, with new names such as Peter Werth and Kickers joining the fray for the first time. Familiar brands include Mint, In Wear, Noa Noa and Marco Polo.

Pure features many innovative brands as well, and is known as a great place to find progressive women's wear. 90% of retailers who visited in august of this year raved about the variety and fine choice of clothes.

Pure will feature catwalk shows for autumn/winter 2006 that take place three times a day. The shows will be accompanied by Drapers' fashion forecasts and live industry interviews.