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Pure: Europe's Top Exhibition

By FashionUnited

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Anyone who has dreaded the tradeshow circuit will think different of Pure. Launched for A/W 1997 it has made a dent in the exhibition scene like no other buying environment in Europe. With the womenswear market set to increase by 3.2 per cent this year, Pure reflects the fashion industry like no other tradefair. Add to that the showcasing of some of the finest talent in Europe and you have yourself a foothold as to what is new and relevant for next season.

Now sectioned into six areas, each 'hall' will have its own theme, from accessories to bridge collections and contempory designers to high fashion, making it easy for buyers to focus on the brands and collections they are buying.

The top European event, to be held in August, will also unveil an inspirational new arena for youth brands, called Pure Spirit, and will have a unique atmosphere, akin to the early days of fanzines and the launch of i-D. Pure Spirit will have its own bar and be host to a series of novel events, including a launch party on opening night.

Last season 2000 key buyers attended the exhibition especially for Pure Spirit. "The exciting blend of hip and undiscovered labels has proved indispensable for the independents which thrive on offering individuality from the high street, " states Louise Young, the Event Director. New labels to watch for in August include Trash Culture, Shirt Passion and Paper Doll Design.

Pure is held at Olympia, London from 17 - 19 August.

PURE