Creativity Reigns At Pure London



Creativity and the feel-good factor reigned at Pure London with a celebration of global
fashion while the key take aways included sustainability, experimentation, personalisation,
collaboration and newness. During the three day event at London Olympia, the UK’s leading
fashion trade show and most unmissable event for buying and inspiration, visitors shared
their excitement at the refreshing mix of big brand names alongside emerging and exclusive
designers echoing the comments from industry leaders throughout the seminar programme.
During her keynote address on Sunday, Cosmopolitan Editor-in-Chief Farrar Storr,
commented that “during tough times we have to dig deep, lean into the discomfort, and that
drives creativity.”

Leona Fallen from McElhinneys in Ireland said: “We come to Pure London every season to
find new brands that will excite our customers.” Amy Cook from Eighty Seven in Melbourne
Derbyshire added: “I’ve been coming to Pure for 5 years and we’re after newness, emerging
brands and exciting product that sets our boutique apart from others. Pure is essential for
our buying calendar.”

Buyers from stores and e-tailers including M&S, ASOS, Topshop, Choice, Fred Funk, Net-a-
Porter, Fenwick, H&M, Next, Maureen Cookson, Pamela Shiffer, and The Dressing Room
were treated to inspirational stand designs, with many brands re-creating a store
environment to capture the imagination of visitors. During the Pure London Display Awards
held on Sunday evening brands were awarded for their visual merchandising and stand
design. Julie Driscoll, Managing Director of Pure London said during the ceremony: “Brands
make a huge effort to wow their buyers and their efforts have a massive impact on how the
show looks and feels. We want take this opportunity to applaud your creativity and celebrate
your amazing efforts.”

Judge and Visual Merchandiser David Anthony said of the overall Best in Show stand winner
Rakish Heels: “The indulgent, colourful and eccentric vintage concept transformed this blank
space into a well thought out and overall best fit out for the brand. A lesson in how to make
your product stand out from the crowd. It popped!”

Pure London also provides an arena for networking which leads to creative and exciting
collaborations. Mashizan Masjum, Creative Director of luxury footwear brand MASHIZAN
met Ann Edwards from ethical handbag brand Mame Haku last season and they are now
collaborating on an exclusive collection due to launch for AW18.

General feedback from exhibitors regarding business taken was positive with plenty of
orders placed from stores across the UK and from countries including UAE, Qatar, Bahrain,
Lebanon, Australia, Belgium, Brazil, France, Germany, Turkey, USA, and Ireland. Rishi Som
from trend led fashion brand Urban Bliss said: “Pure London is a great order writing show for
us. We’ve seen a good mix of UK and international buyers and the energy in the Spirit
section is high.”

Daniel Morris from The Morris Fyfe Agency with Valentino Handbags and Replay
Accessories said: “We’ve had a successful show, we had a target of new accounts to open
and we’ve reached that target.” Jennie Sutherland, owner of start-up eco and reforestation
business Two Crows Clothing was overwhelmed by the reaction: “This show has genuinely
changed my life, I am now global.”

Newly launched sourcing and manufacturing sector Origin had a high turn out from buyers
from Burberry, Tesco, Sainsbury’s, Harvey Nichols and visitors raved about the educational
content programme delivering key insights and driving the future agenda for fashion.
During Monday’s Main Stage panel discussion on Sustainability: 2018’s Biggest Trend,
Tamsin Lejeune from the Ethical Fashion Forum, Diana Verde Nieto from Positive Luxury
and Dio Kurazawa from The Bear Scouts discussed the increased consumer engagement in
product provenance and ethics, stating that reverse mentoring will see Millennials changing
the boardroom agenda around fashion with sustainability no longer being ‘an option’ but
critical for the fashion industry. While Jonathan Ivelaw-Chapman from Sedex, inspired by the
film Lion starring Dev Patel, urged brands during his talk on Achieving Transparency on a
Global Scale to take to Google Earth to trace the origin of their products.

The next edition of Pure London and Pure Origin takes place at London Olympia from 22nd –
24th July 2018. For more information visit www.purelondon.com.

For further press information or images contact: Philippa Suitters at Good Results PR:
philippas@goodresults.co.uk or call 0203 397 5180 / 07866 362980

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