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Fashion event Pure London expands for August
Feb '12
The 'who's who of fashion buying' attended this season's Pure London, with a positive and buoyant atmosphere throughout the three days. As Spirit Young Fashion returned to Olympia, buyers had their pick from over 1,000 brands from the biggest selection of womenswear, footwear, accessories, premium brands and young fashion in the halls of Olympia. International attendance was strong, with high presence from Ireland, Germany, France, Spain, Italy, Scandinavia and the USA, and from as far afield as Australia, Brazil, Japan, Hong Kong and the UAE.

Andre Laufer of Isabel del Pedro commented “The show has been brilliant! We have opened new accounts with lots of independent boutiques. This is the best season we have had in the last six years.”

Jan Shutt, owner of award winning retail store, Sunday Best commented “I love having everything under one roof, it makes is so easy for buyers! There are loads of great brands on show.”

Visitors included AB10, Anthropologie, American Pie, Author, Black Truffle, Black White Denim, Coggles.com, Debenhams, Donna Ida, Fenwick, Fortnum and Mason, Hambledon, Hub, Harrods, Harvey Nichols, Joy, Jules B, Lewis Yates, Kurt Geiger, Topshop, Office, Selfridges, Williams & Griffin, Start, Urban Outfitters and Wish. Online stores included Amazon, ASOS, My-wardrobe, Getmyfashion.com, Net-a-porter and international names included Dunnes, McElhinneys and El Corte Inglés.

Womenswear brands Mina, Almost Famous, Fenn Wright Manson, Carling, Sticky Fingers, Pamplemousse, Fever, Ian Stuart London, Darling and Anoushka G all showcased their Autumn/Winter 2012 collections alongside top young fashion brands Quiksilver, Kat Von D Los Angeles, Desigual, Yumi, Little Mistress, Molly Bracken and Mina.

Alnifa Hackney, creative director of Kat Von D Los Angeles commented “It has been a great show for us to launch at. The flow of buyers has been constant and there is a really nice atmosphere. We have seen lots of department store buyers. Kat was really impressed with the show, meeting the buyers and press!”

Buyers were looking for exciting new brand and fresh ideas, and the accessory and footwear halls completed the buying experience, with exhibitors such as Love from Australia, Fly London, French Sole, Vamp, Orelia and Oililly.

Janice Briggs, managing buyer at Pebbles in Tredegar commented “We always visit Pure London for the variety and choice of accessories and footwear. We spend at least two days at the show as there is so much to see!”

Olivia Rollins, brand coordinator at Ruby and Ed commented “We have had a fantastic show and seen lots of key buyers. We only ever show at Pure London, it's the best trade show! We have really felt a buzz this season and have been so busy, none stop for three days!”

Tom Turton, account manager at J Shoes commented “This has been the best show we have had in a long time. There was a great buzz and atmosphere, and a really goodflow of buyers writing orders. We have seen a number of key accounts.”

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