Pure London adds 300 brands to February line up

Pure London has added 300 new brand names to it's February line up, offering a record number of new and established brands at it's upcoming edition.

The fashion trade show, organised by i2i Events Group, will offer over 800 brands in total across womenswear, footwear and accessories, with the numbers for first-time exhibitors up by 15 percent on last season. 80 labels are said to be exclusively presenting their latest collections at Pure London.

By refocusing and upgrading it's brand offering, content and presentation, Pure London has been able to attract a "higher quality of brands and a vast increase in the number of brands enquiring about participation," according to a recent press release from the trade fair organisers. New names to be attending Pure London for the first time, showcasing the latest in women's wear collection include Black by K&M, Oilily, Guess, Joules and b.young.

45 new brands will be displaying their collections in the young fashion line-up in Spirit, including Vero Moda, Only, Vila, Illustrated People and Lavish Alice. Pure London's footwear section will showcase more than 30 new international and local brands such as Ernest Footwear, Ten Points, Bueno and Bloch UK. The accessories section, which is located in the Grand Hall at London Olympia, will present collections from new brands such as Cox Moore, Timex Watches and Hergest Design.

Returning again this season, following it's successful debut last August is the dedicated Emerging Brands section which showcases capsule collections from a selection of premium accessories and footwear labels, with new names showing this February, including Susie in the Sky, Brit Stitch and J's Designs . Pure London will also unveil a new section this February known as Pure Rocks, presenting silver,gold plated and semi-precious jewellery from labels such as Coco's Liberty, My Flash Trash and Kirstin Ash.

The upcoming edition of Pure London is set to run from February 8 to 10, at London Olympia.