Pure Buying Pleasure - New Year, New Brands, New Style

Fine-tuned fashion must-haves and creative events, a marvellous mix of 140 new brands from a mammoth total of 800, inspirational catwalk shows and invaluable trend presentations, and that's just for starters at the forthcoming Pure, 15-17 February at Olympia, London. Now in its 7th year, Pure reigns supreme as the biggest, most exciting, directional and iconoclastic fashion exhibition in the UK.

An extensive spectrum of brands from around the globe such as Casche, Claire dk, Braintree Hemp Clothing, B Young and Argento, sit along side 200 'Best of British' home grown labels, with Ben Sherman, Olly London, Hunters & Gatherers and Workers for Freedom, unveiling their dedication to the raw, edgy voice of fashion design. While elite designer favourites Butler & Wilson, Cerrutti 1881 accessories, O by Isabell Kristensen all add to the boutique offer.

Totally exclusive to Pure, British design icon Zandra Rhodes will host a tea party for all press willing to be enticed into her mini wonderland in the International Buyers Lounge on Monday 16th February at 3.30pm, where the legendary designer will be showing her latest eclectic and stunning jewellery collection.

This February, Pure will also witness a major revamp of its popular catwalk arena with the dramatic new staging creating a show within a show. Other new developments include the launch of dedicated accessories catwalk shows with all the fire, sparkle and excitement expected at Pure, as well as the additional lingerie offer, with Intimate Body and Beach exhibiting in the adjoining hall.

There is no need to boast about Pure's success, its reputation precedes it: "I'm coming to Pure for the first time this year," says newcomer, Bev Thompson of The Loft, Cumbria, "Simply because I want something unique. I don't want what everyone else has, and I've heard that Pure has the best selection". While Mrs Green, owner of The Dressing Room, West Midlands, continues her loyalty to the show saying, "We return to Pure season after season, we just love it, always finding fantastic new designers that entice our customers back for more".