Record numbers at Pure

Trade fair Pure London noted a record number of visitors this season. It was the busiest fair to this date, and in total the attendance went up with 23 per cent year on year compared to February 2009. The show also attracted a record number of international buyers with 15 per cent of total visitors coming from overseas including buyers from Japan, Russia, China, Spain, Scandinavia, France, Germany, Greece, US, Ukraine and Italy.

Pure London had over 951 brands exhibiting across womenswear, young fashion, footwear and accessories, with 300 brands new to Pure. Luxury designer label ck Calvin Klein exhibited for the first time alongside, top designer favourites Mina, Ian Stuart London, Lauren Vidal, Isabel de Pedro, Nougat, Claire dk, Esprit and Betty Jackson Two.

Zandra Rhodes, who launched her new handbag collection at the show, hosted a Q&A for buyers and retailers and appeared on the main catwalk. The Zandra Rhodes AW10 collection comprised of 12 styles and with her signature edge, every piece was an essential item.

A high level of UK buyers attended including Fenwick, Harrods, Selfridges, House of Fraser, John Lewis, Debenhams, Urban Outfitters, Williams and Griffin, El Corte Ingles and Hoopers; as well as key independent retailers such as American Pie, Choice, Sarah Coggles, Cult Clothing, Richmond Classics, Sunday Best and Austique. Online stores included Oli, ASOS, Amazon, Figleaves and Play.com.

Image: Zandra Rhodes