Do you dream in fabrics, live for the latest “clothing” styles, and believe the perfect “accessories” can complete any look? The world of “fashion” is incredibly fast-paced, always changing, and full of exciting new ideas. If you’re a fashion buyer, a boutique owner, a designer, a fashion student, or simply someone who lives and breathes style, then Pure London is the event you absolutely must attend. It’s not just a show; it’s the “key fashion trade show for new clothing and accessories” in the UK, a place where trends are born, connections are made, and the next big thing in fashion is discovered!

Imagine stepping into a massive, stylish hall, filled with stunning collections, vibrant colours, and the buzz of creative energy. You’ll see beautiful new garments, touch luxurious fabrics, discover unique jewellery pieces, and explore clever accessories that will set the trends for seasons to come. This show is all about connecting you with the best brands, the freshest designs, and the most inspiring people in the fashion world. It’s your chance to pick up actionable insights, find reliable suppliers, and get truly excited about what’s next for your retail space or design studio. Get ready to update your wardrobe (and your business!) with the finest new fashion!

Your Essential Guide: Where, When, and What It Costs

Ready to discover the next big thing in fashion? Here are the key details for Pure London:

• Location: Olympia London, United Kingdom. This historic and beautiful exhibition venue is located in Kensington, West London. Its elegant architecture and central location make it a popular choice for fashion events, providing a stylish backdrop for the latest collections.
• Dates: Pure London typically runs twice a year. The next confirmed event is scheduled for July 2025. While exact dates can vary slightly year to year, it usually takes place mid-month. Please note that Pure London also had an event co-located with Spring Fair at the NEC in February 2025. For the standalone fashion trade show, Olympia London is the traditional home.
• Timings:
  • Pure London usually runs for three days. While specific times for July 2025 will be confirmed closer to the date, typical opening hours are:
    • Day 1: 9:30 AM – 6:00 PM
    • Day 2: 9:30 AM – 6:00 PM
    • Day 3: 9:30 AM – 4:00 PM (The last day often closes a bit earlier).
• Cost: Access to Pure London is specifically for fashion industry professionals:
  • Free-to-Attend for Trade: The excellent news is that entry to Pure London is generally FREE to attend for genuine fashion trade professionals who pre-register online. This includes fashion buyers, retailers (from independent boutiques to large department stores and online platforms), designers, wholesalers, distributors, fashion media, stylists, and fashion students. You will need to provide your business details or student ID during registration to receive your complimentary trade pass.
  • On-Site Registration: While pre-registration is free, if you decide to register on the day at the venue, there might be a small administrative charge (always best to check the official website for any specific fees). It’s always a good idea to pre-register online to save time, avoid any queues, and ensure your free access if you qualify.
  • Children Policy: Pure London is a professional trade event. While specific rules may vary, it’s generally recommended that children under 16 years old do not attend due to the business focus and the nature of the exhibits. If you absolutely must bring a child, it’s best to check the show’s policy on their official website beforehand.

Getting There and Finding a Place to Stay

Olympia London is very well-connected, making your journey to Pure London straightforward:

• By Tube/Overground: The easiest way to get to Olympia London is by train.
  • Olympia (Kensington) Station: This station is right next to the venue and is served by the London Overground and the District Line (check for special event services, as trains often run only when there’s an event at Olympia).
  • Kensington (Olympia) Tube Station: This is the closest Underground station, on the District Line.
  • West Kensington / Barons Court Tube Stations: These are a short walk away (around 10-15 minutes) and are on the District and Piccadilly Lines, offering more regular services.
• By Bus: Several bus routes serve the Olympia area, providing convenient access from various parts of London.
• By Car: Olympia London has good road links, and paid parking facilities are available on-site and nearby. However, driving in central London can be busy, and parking can be expensive. Public transport is often the most straightforward way to avoid traffic and parking hassles, especially as the Congestion Charge and Ultra Low Emission Zone (ULEZ) operate in this area.
• By Air: If you’re flying into London, Heathrow (LHR) has direct Piccadilly Line tube connections to nearby stations. Gatwick (LGW) and Stansted (STN) have express train services into central London, from where you can easily connect to Olympia via the Tube or Overground.

When it comes to finding a place to stay, London offers a vast range of accommodation options to suit every budget and style:

• Near Olympia London: For ultimate convenience, there are several hotels located within a very short walk of the venue in Kensington and West Kensington. These are perfect for early starts and late finishes at the show. Look for popular choices like the Hilton Olympia, Hotel Indigo London – Kensington, Copthorne Tara Hotel London Kensington, Dorsett Shepherds Bush, and various independent boutique hotels in the charming surrounding areas.
• Kensington / Chelsea: These areas are known for their upscale hotels, beautiful architecture, and proximity to museums and parks. They offer a more luxurious stay within easy reach of Olympia.
• Shepherds Bush / Hammersmith: These vibrant areas are also very close to Olympia, offering a mix of hotel types, shopping centres (like Westfield London in Shepherd’s Bush), and diverse dining options, often at more budget-friendly prices than central London.
• Central London: For those who want to combine their visit with exploring London’s famous sights and vibrant city life, staying in central areas like Victoria, Earl’s Court, or even further afield in Covent Garden or Shoreditch provides countless hotel options, dining, and attractions, all with direct or easy transport connections to Olympia.
• Booking Tip: Pure London is a significant event in the fashion calendar. Hotels, especially those closest to Olympia, can get booked up very quickly, and prices may rise closer to the dates. It’s highly recommended to book your accommodation well in advance – ideally several months before the show – to secure the best rates and your preferred location. The official Pure London website sometimes provides information or links to accommodation partners.

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The Big Benefits: Why You Absolutely Should Be There

Why should you carve out time in your busy schedule for Pure London? The advantages are immense for anyone involved in fashion:

• Discover New Collections First: Pure London is where hundreds of “new clothing and accessories” collections from established brands and exciting emerging designers are showcased for the very first time. You’ll get a crucial sneak peek at upcoming trends, allowing you to make informed buying decisions and be ahead of the curve.
• Unrivalled Sourcing for Your Business: Whether you run a boutique, an online store, or a department store, you’ll find a massive range of products across various categories:
  • Womenswear: The largest collection, featuring dresses, casual wear, occasion wear, outerwear, and more.
  • Menswear: A dedicated section with the latest in men’s fashion.
  • Footwear: Explore new shoe designs, from casual to formal.
  • Fashion Accessories: Discover handbags, jewellery, scarves, belts, eyewear, and other crucial elements that complete an outfit.
  • Conscious/Sustainable Fashion: A growing focus on ethical brands and eco-friendly practices.
  • Gen Z / Pop Culture: Trends targeting younger demographics and collaborations.
  • Body & Lingerie: Intimate apparel and bodywear.
  • Pure Jewels: A dedicated area for fine and costume jewellery.
• Identify Key Fashion Trends & Forecasts: Get direct insight into the “trends” that will dominate the coming seasons. Expert-led seminars and a dynamic catwalk show will highlight the must-have styles, colours, and fabrics, helping you curate collections that truly resonate with your customers.
• See Catwalk Shows Live: Experience the excitement of the “Pure London Catwalk,” where the latest collections are brought to life. These professionally styled shows are not only inspiring but also a fantastic way to visualise how pieces can be merchandised.
• Unparalleled Networking Opportunities: Pure London attracts thousands of fashion professionals from the UK and beyond. This is your chance to:
  • Connect with brand owners, sales agents, and fellow retailers.
  • Share insights, discuss challenges, and find solutions.
  • Forge valuable partnerships and collaborations.
  • Meet fashion industry influencers, media, and stylists.
• Gain Expert Insights & Business Advice: Benefit from a packed schedule of free seminars and keynote speeches on multiple stages. Learn from industry leaders on topics vital for your business, such as:
  • Retail strategy and sales techniques.
  • Digital marketing and e-commerce.
  • Sustainability in fashion.
  • Consumer behaviour and market analysis.
  • Visual merchandising tips.
• Discover Emerging Talent: Pure London is known for championing new designers and emerging brands. You might discover the next big fashion star, giving your business an exclusive edge with unique, fresh products.
• Evaluate Quality & Craftsmanship: Physically inspecting garments and accessories allows you to assess the quality of materials, stitching, and finishing. This is crucial for making confident purchasing decisions that uphold your brand’s reputation.
• “Pure London x JATC” Unified Experience: Pure London has teamed up with Just Around The Corner (JATC), creating a larger, more comprehensive event. This means an even wider selection of brands and a more streamlined buying experience across women’s, men’s, and accessories.
• Awards & Recognition: The show often features prestigious awards, recognising the most innovative and trendsetting brands, which can guide your discovery of top-tier products.
• Inspire and Re-energise: Being surrounded by so much creativity and passion for fashion can be incredibly motivating. You’ll leave feeling inspired, full of new ideas, and ready to tackle the challenges and opportunities of the fashion world with renewed enthusiasm.

Attending Pure London isn’t just about buying stock; it’s about gaining a competitive edge, building essential relationships, and immersing yourself in the heart of the fashion industry. It’s an incredible chance to learn, connect, and discover everything you need to keep your retail business or design career stylish, profitable, and always on trend. Don’t miss your opportunity to be part of the UK’s leading fashion trade show!

To learn more and register for your free trade tickets, visit the official website: https://www.purelondon.com/