Pure London to launch premium 'Concept' area in Pure Man

Pure London is set to expand its offering once more next season. The fashion trade fair will be diversifying its Pure Man section for 2017 with the launch of a new premium area known as 'Concept.'

The new area, found within the Pure Man section, is set to house niche brands in a pop-up environment for the first time. New brands showing in 'Concept' include Carrera Jeans, Esre Denim and London-based Greek designer label Aristides Vanis. "The curated edit for 2017 is exciting and fresh, we have a great mix of international brands which are exclusively showcasing at Pure Man," commented Adam Gough, Pure Man show organiser.

"Since its inception, our menswear offering has grown from strength to strength we have now introduced a new premium concept area which has attracted brands that wouldn’t usually showcase their latest collections at any trade shows. Buyers will continue to see Pure Man evolve over the next few seasons as we continue to add new categories." Other menswear brands to return to Pure Man include Remus Uomo, Original Penguin and Cheap Monday.

Pure London is also set to welcome Alexandra Shulman, editor-in-chief at British Vogue as its headline keynote speaker next season. Shulman is set to share highlights of her career with the audience on Sunday, February 12 and joins Pure London's line up of more than 30 speakers across its bi-annual event. Other speakers include Christina Sheehy, Chief Sub-Editor at Net-A-Porter; Georgie Coleridge Cole,Editor and Founder at Sheerluxe; Lisa Maynard-Atem, Social Media Manager at Harrods; and Sara Maggioni, Director of Retail and Buying at WGSN.

"We are overjoyed to welcome Alexandra Shulman as this season’s keynote speaker at Pure," commented Julie Driscoll, Portfolio Director for Pure London. "With her impressive 25 years at the forefront of the nation’s go-to style bible, this is definitely not a session to be missed. As the leading voice in British fashion we look forward to the wealth of knowledge and insight she will be bringing to the main stage."

The next edition of Pure London is set to take place from February 12 to 14, 2017 at London Olympia.

Photo: Courtesy of Pure London