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Creativity reigns at Pure London
Feb '18
Courtesy: Pure London
Courtesy: Pure London
Creativity reigned at the recently concluded Pure London, UK’s leading trade fashion buying event, with a celebration of global fashion while the key takeaways included sustainability, experimentation, personalisation, collaboration and newness. Pure London provided an arena for networking which lead to creative and exciting collaborations.

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 exhibited their creations at the three-day fashion event that ended on February 13. "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," Julie Driscoll, managing director of Pure London said.

Newly launched sourcing and manufacturing sector Origin had a high turnout 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. Moreover, panel discussions were also held on sustainability.

Orders in large number were placed from stores across UK and countries including UAE, Qatar, Bahrain, Lebanon, Australia, Belgium, Brazil, France, Germany, Turkey, US, and Ireland. "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," said Rishi Som of Urban Bliss, one of the exhibitors.

The fashion event was an opportunity to discover the best in new and exclusive brands showcasing the latest trends and movements for AW18/19. "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," said an exhibitor, Amy Cook from Eighty Seven in Melbourne Derbyshire.

The next edition of Pure London and Pure Origin is scheduled to be held during July 22–24, 2018. (RR)

Fibre2Fashion News Desk – India

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