Pure London is a UK fashion buying exhibition, for womenswear, footwear, accessories, and young fashion. It is organised by EMAP and takes place in London every February and August. The event was held from 19–21 August 2012 at Olympia in Kensington, falling in between the Olympic and Paralympic Games.
The trade-only event presents forward-order collections from over 1,000 fashion brands, with an audience of over 15,000 UK and worldwide retailers in attendance as audited by the Audit Bureau of Circulations. It includes clothing examples and catwalk performances, fashion talks and speeches. In addition to the brand showcases, Pure London features two stages of catwalk scenes, and a seminar programme addressing issues in fashion and retail. The trend forecasting business WGSN presents predictions as well as catwalk shows illustrating their research with clothing from the event.
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—Gilbert Adair, British author, critic. quoted in: London Sunday Correspondent Magazine (Dec. 24, 1989)