The inside intel on Pure London AW16

Pure London, one of the UK's largest fashion trade fairs, running from February 14 to 16, introduced a series of changes this season to hold to its newness. Often seen as the department store of the trade, Pure introduced menswear this edition, renewed its layout, flipped its catwalk and launched a new theme known as Pureism. The overall effect was embraced by exhibitors, buyers and retailers a like and FashionUnited hit the tradefair to gauge the current mood on Pure.

“Everything is lively, it’s a very good vibe all round and the theme is really eye-catching," said Jenna Webster, style advisor for Joy Clothing. "I will be placing orders at the show, it’s the only trade show I come too and has a lot of energy”

“There is a very friendly and open atmosphere here - you can feel that people at Pure want to do business,” said Trish Bawden, buyer for Trish Bawden LLP. "I've been to all three days and really think you need three full days to do the fair properly. So far I have been very pleased with the brands and products offered and I hope to come back in July."

“I have been in the business for one year, we also go to Jacket and Moda. Pure London is bigger and has more options for us, we came for Menswear and its great to see menswear brands here that we already stock," commented Toby Snowden, owner of Saul. "The show looks good as a whole”

"This is an excellent show, there's such a variety! We're really impressed with menswear, we don't stock it but you never know the potential, so its great to see," said Richard Page, Buyer for Stepping Out. “We've been coming to the show for five years now, we prefer it to others because of the location and presentation. The whole atmosphere of the show is really enjoyable, the two floors are great and the stands are set out really well.”

"The entire buying experience has been improved throughout Pure this season," said Deryane Todd, Founder of the Dressing Room. "The layout has certainly made a difference but other things like adding in more seating areas and place to eat has really made it easier to buyers to spend more time at Pure. The new layout made the overall journey throughout the show even better than before."

“We have come to the show for inspiration," said Laura Del Gaudio, ladieswear specialist for Hugo Boss. "It’s really nice to see how different it is from last season, it’s much bigger than the other shows we've been to and the brands here are adapted to everybody.”

“Pure London is a good place for us to come as it has lots of up and coming brands," commented Sally Feigin, buyer for Lipsy. "We have seen brands which we’ll be taking orders from such as Glamourous. It is great to see more International brands; so far the show has been a success for us.”