 This weekend trade fare Pure will open up its doors to welcome the highest number of pre-registered visitors thus far. The fashion fair also saw an increase of 17% in the number of brands exhibiting at the show. New for August, the Pillar Hall at Olympia will
play host to a handpicked selection of high-end boutique womenswear brands from around the world. Buyers will be able to source from over 20 leading labels including Antik Batik, Betty Jackson Two, Stefanel, Anonymous by Ross + Bute, Single and Best Behaviour. Top British designer Zandra Rhodes will be returning to the show with her handbag collection and her footwear range. Zandra Rhodes and Vogue.com will be live on stage, presenting key pieces from Zandra’s archive showing her signature prints, textiles, colours and fabrics and how they have influenced her current handbag and footwear collections.
 Young design talent is being supported with Pure London backing several young, up and coming designers this season. A selection of BA Fashion Graduates and winners from Graduate Fashion Week Rebecca Thomson, Sara Wadsworth, Naomi New and Rhea Fields will be opening the catwalk show on the main stage every day. The UK Trade & Investment department will also be bringing 10 London based designers to the show including Ada Zanditon, Cecilia Hammarborg, Neurotica, Zoe Boomer, GulayCay Designs, Uncommonly Beautiful, Karje, Good one, Coco Barclay and Bestow.
Casual leisure wear brand Whittawer will be showcasing in Label bringing their branded campervan. As the official music sponsor of Pure London they will provide a DJ over the 3 days. With the campervan setting the tone, the bar area will have a festival theme to it, dressed with picnic benches and deck chairs.
Event Director Sam Bleasby said: “We’re delighted with the high demand for Pure; it is a testament to Pure’s popularity, and how, especially in a tough economic climate, buyers needs are able to get the best possible choice and range of inspirational collections that will benefit their business. We’ve invested in the show to make it more appealing to buyers than ever before, with a new premium section, champagne tea parties, and two stages packed full of essential seminars, catwalks and industry leading guests.”
Image: Pure London
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