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Pure London returns to London Olympia on Feb 9
Feb '14
Pure London, the UK’s largest fashion buying event, will return to London Olympia this weekend as it welcomes buyers, retailers and industry experts to source from over 700 leading brands.
Along with its new makeover, the show will house an increased number of first-time exhibitors in the newly edited ready-to-wear sections, Allure, Aspire and Agenda, as well as the existing show sections Spirit and Footwear and Accessories. In addition to the best selection of ready-to-wear, footwear and accessories brands, Pure London will also host a programme of exciting seminars and catwalks across two stages.     
As a result of major investment from parent company i2i Events Group, Pure London will debut many changes to the show at its forthcoming edition, which takes place from 9-11 February at London Olympia.
This new vision for Pure London will provide buyers with a more focused buying experienced, tailored to meet with the needs of both small independent retailers and department stores alike, through the creation of three newly-edited ready-to-wear sections. 
 In addition to this rebrand, Pure London has strengthened its partnership with UK Trade Investment (UKTI) in a bid to help showcase more emerging British brands and designers at the event.
Highline United Europe will be making a return to Pure London this season as the headline category sponsor of footwear and accessories as well as sponsor of the Fashion Café situated on the gallery level.
James Lakeland will also return to the show as the headline category sponsor of womenswear. Over the duration of the show, various on-site events will be taking place, including drinks receptions, competitions and seminars that are not to be missed. Also returning to the show is leather accessories brand Zatchels who are back after an impressive debut at Pure London last season.
On Monday 10th February, at 11am in the Fashion Café fashion icon Zandra Rhodes and People Tree founder Safia Minney will be discussing the launch of their AW14 ‘Happy Woman’ capsule collection for ethical brand People Tree. Press and buyers are invited to join the pair for a coffee and find out more about the inspiration and motives behind the collection. 
This will be followed by a VIP drinks and canapés reception for press in the VIP Room at 4:30pm, hosted by the Naples Chamber of Commerce and its special agency PROTEUS.

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