PureLondon – A Life Less Ordinary


OLYMPIA, LONDON – For three full days, from July 24th until the 26th, London Olympia was the right place to be to enjoy, discover and be inspired by fashion, new brands, colours and a good amount of South American music. This year’s Pure London expressed culture and beliefs through inspirational design: its theme was colorful and bright and it aimed at creating a journey around the world, dipping into each culture and taking unique ideas from them. Pure London is the UK’s leading trade fashion buying event, representing womenswear, footwear, accessories and young fashion; it takes place every February and August and it offers buyers from all over the world the opportunity to discover collections launching for the season ahead from over 800 brands (including Italian brands like Nero Giardini, Compagnia Italiana, Antica Sartoria and Joiel), attend catwalks, seminars and workshops.

This season’s Pure London saw the launch of Inside Retail, a lab designed for learning and networking events. In addition to that, seminars and workshops were provided by key industry speakers as well as independent retailers, who gave visitors and buyers insight on how to survive and thrive on the high street. Moreover, Pure London teamed up with The Guardian to deliver four masterclasses for the fashion industry throughout the three days providing essential tools, encouraging visitors and buyers to achieve their ideal business: they targeted a range of areas, going from starting a fashion business to reaching social media goals. There was an introduction to digital marketing, the essential of fashion blogging, social media for the fashion industry and how to start a fashion business.

Apart from these masterclasses and the Inside Retail, buyers and fashion brands owners were able to enjoy catwalks and seminars that went on across the three days on both the Main Stage, mainly dedicated to presenting tips and ideas on enhancing business strategy, and the Spirit Stage, where the programme was aimed at leading the way in staying online and on-trend. A daily SS17 exclusive buyers’ briefing from WGSN was presented by Sara Maggioni, showcasing the new colours, trends, items of clothing, patterns and accessories that will in vogue next year – blue with all its shades, rose gold, flowery patterns, glitters, stripes, blazers, bomber jackets, skinny jeans as well as loose trousers, layered necklaces with big pendants, sandals and espadrillas are just some of the many ideas for SS17: the general idea is that of having comfort overcome appearance; the main aim is to produce items that will make customers who wear them “feel at home“.

Another appointment of great interest were indeed the recurring Catwalks on both stages, showcasing the latest designs from a mix of stylish labels aimd and trend-led audience as well as exclusive womenswear and menswear pieces from brands and designers around the show, inspired by WGSN SS17/18 fashion forecast. The catwalks arranged on the Main Stage were divided into different sections, the first one of them being “Encounter Cultures”, with models from all parts of Europe and the world, the right occasion to represent the main theme of this year’s event, the meeting and discovering of new colours and shades coming from cultures of all around the globe.

The next Pure London event will take place from February 12th until the 14th, at the Olympia (Kensington Olympia stop, Overground) – add these dates to your Outlook.