When it comes to high-impact fashion trade events in the UK, few can rival the stature and influence of Pure London. This is not just a trade show; it’s a complete fashion experience designed for retailers, buyers, designers, and fashion professionals looking to stay ahead in an ever-evolving industry. Whether you’re scouting new collections, keeping an eye on trends, or forging lasting business relationships, Pure London offers an immersive, practical, and forward-thinking platform.
Held twice a year at Olympia London, Pure London connects global fashion collections with the UK market. From high street to high-end, and from eco-conscious designers to legacy labels, this is the place where next-season collections are discovered and industry conversations come alive.
Event Overview
Pure London takes place biannually in February and July, aligning with the traditional seasonal buying windows. The next edition is scheduled for:
- Date: 9–11 February 2025
- Venue: Olympia London, Hammersmith Road, London W14 8UX
- Opening Hours:
- Sunday & Monday: 09:30 AM – 06:00 PM
- Tuesday: 09:30 AM – 04:00 PM
The venue’s central location in West London makes it highly accessible by public transport, and surrounded by great accommodation options for all budgets.
What You’ll Discover at Pure London
At the heart of Pure London is the opportunity to explore ready-to-wear womenswear, menswear, accessories, and footwear. Each sector is curated to help buyers discover the best and most relevant collections for the upcoming season.
- Womenswear: From contemporary styles to timeless classics, Pure London’s womenswear offering brings together commercial collections and trend-led lines from across the globe.
- Menswear: The show’s growing menswear sector includes tailoring, smart-casual, streetwear, and sustainable fashion brands.
- Footwear and Accessories: From statement shoes to artisan bags, scarves, and jewellery, buyers can complete their product offering in one place.
Each edition also includes a dedicated Pure Conscious section that focuses on ethical and sustainable fashion, reflecting the shift in consumer behaviour towards more responsible retail.
Who Should Attend?
Pure London is a must-visit for professionals working in the fashion, lifestyle, and retail industries. This includes:
- Independent boutique owners
- High street buyers
- Fashion e-commerce entrepreneurs
- Distributors and agents
- Designers seeking collaboration opportunities
- Stylists and trend forecasters
With exhibitors from more than 30 countries and thousands of visitors, Pure London is a truly international marketplace.
Business and Learning Opportunities
Aside from product discovery, one of Pure London’s biggest draws is its extensive lineup of seminars, workshops, and catwalks:
- Live Catwalk Shows: See collections styled and worn live to help inform your buying decisions.
- Trend Forecasting: Sessions powered by leading fashion intelligence platforms offer invaluable insights into what’s next for each category.
- Retail Talks and Keynotes: Learn from industry veterans about retail innovation, sustainable business models, supply chain transformation, and consumer behaviour shifts.
- Networking Lounges and Buyer Matchmaking: Make meaningful connections in a setting designed for commerce and collaboration.
These features make Pure London more than a sourcing event—it’s a business growth accelerator.
Cost and Entry
Pure London is free to attend for verified members of the fashion trade. All attendees must register in advance and provide business credentials to receive a badge. This ensures the quality of networking and business opportunities remains high.
There is no ticket fee for entry, but early registration is advised to avoid last-minute queues or denied entry due to incomplete documentation.
Accommodation and Travel
Accommodation
Being located in central London, Olympia is surrounded by a variety of hotel options, including:
- Hilton London Olympia (walking distance)
- Novotel London West
- Holiday Inn Kensington High Street
- Premier Inn London Kensington
Budget-conscious visitors can also find numerous well-rated B&Bs and short-stay rentals nearby.
Transport
- By Tube: Kensington (Olympia) station is directly adjacent to the venue and served by London Overground and District Line trains.
- By Rail: Direct train services from London Victoria and Clapham Junction.
- By Car: Parking is available at Olympia, but public transport is recommended due to central London traffic.
Benefits of Attending
Pure London’s influence extends far beyond the show floor. Here’s what makes it such a valuable experience:
- Future-Proof Your Range: Get access to seasonal trends and exclusive collections before they reach the mainstream.
- Maximise Efficiency: Source multiple categories—womenswear, menswear, footwear, accessories—in a single visit.
- Expand Your Network: Build relationships with global suppliers, designers, and distributors.
- Stay Ahead of the Curve: Learn about retail innovation, sustainability practices, and consumer trends from the best in the business.
- Boost Your Brand: For designers and startups, Pure London is an opportunity to be discovered and establish retail partnerships.
Sustainability and Ethical Focus
A standout feature of Pure London is its dedication to sustainability. The show’s Pure Conscious section showcases ethical brands, fair-trade fashion, circular business models, and suppliers committed to transparent production processes. Visitors who prioritise eco-friendly practices will find this area especially relevant to today’s retail demands.
The event also partners with organisations that promote sustainability and inclusivity in fashion, aligning with the shifting values of modern consumers.
Final Thoughts
In a highly competitive fashion marketplace, staying ahead requires more than just intuition—it requires information, inspiration, and access. Pure London brings all of that together in one sophisticated, well-organised, and forward-looking event. For buyers, retailers, and designers who want to align with what’s coming next in fashion, Pure London is a calendar essential.
With its powerful blend of trend insight, product discovery, educational content, and networking, this trade show goes beyond expectations and delivers measurable value to your business.
Book Your Ticket
To register and secure your entry for Pure London’s next edition, visit the official booking page: