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Pure Spirit for young fashion industry
Aug '10
Trade fashion event Pure London announces the exciting launch of a new show in February 2011, dedicated to the needs of retailers and brands from the young fashion industry. The show, to be called Pure Spirit, will sit alongside and run simultaneously to Pure London attracting more buyers than ever before.

As Pure London grows from strength to strength and with the Young Fashion Hall bursting at the seams, February 2011 will see the expansion of Pure Spirit and Label into Earls Court. Over 150 brands have already shown strong interest in the show signing a priority booking form including, Desigual, Pepe Jeans, Bench, Fornarina, Iron Fist, Monkee Genes, Criminal Damage, Freddy, Vacant, Pink Soda, Rare, Blood and Glitter and Orion London.

Pure London are investing £1million in creating an unmissable fashion event, with a raft of new brands, including menswear and new generation zones for upcoming labels, branded catwalks, parties, seminars, bands and celebrities.

These exciting expansion plans will benefit Pure London's current visitor base, whilst creating an even stronger identity with young fashion retailers. Buses will run between Earls Court and Olympia every 7 minutes to ensure efficient and easy access to both shows.

81 % of young fashion buyers would prefer a show with a fresh, bespoke identity and 89% agreed that the young fashion market needs its own dedicated show. This attitude is reflected by exhibitors such as Mukesh Desai from Pepe Jeans who commented 'We have had a good show, opening 15 – 20 new accounts with many more to follow up. It has had a great buzz and energy. The plans for a dedicated show are exciting; it is what the industry needs.'

Next season the Olympia halls will be refreshed and re-edited and will feature even more brands to better meet the needs of buyers, and attract new retailers to the show. A new layout will also mean Pure London is able to better cater to the requests from brands wishing to exhibit. The launch of Pure Premium was a resounding success and will be just one area of the show to grow, alongside footwear and contemporary womenswear brands.

Samantha Bleasby, Event Director commented 'August 2010 saw Pure London deliver the most ever visitors taking the event to another level. With international visitors up 27% the exciting expansion of Pure London and the launch of Pure Spirit will continue this momentum, and grow overseas visitors even further. The new launch allows us to fulfil the demand from even more brands who wish to take part in a London fashion trade event and will give more focus and identity to the young fashion industry'.

Pure Spirit will take place in Earls Court One 13th – 15th February 2011.

Pure London incorporating, contemporary and premium womenswear, footwear and accessories will take place at Kensington Olympia from the 13th – 15th February.

Pure London

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