Pure is alive and buzzing

With the much anticipated 30th anniversary of Pure London upon us, the atmosphere is alive and buzzing. With an incredible range of designers and labels accommodated, all were in agreement that they were looking forward to three days

of solid fashion networking!

Obviously, one of the main points of conversation was on Pure’s incredible development over the years and the success story it’s become. FashionUnited took a look at a spectrum of brands and what the 30th show means to them.

Casual womenswear label, Beyond Famous, has been exhibiting for 9 years, but this year marks a new "prime slot at the front," says brand director, Sabi Datoo.
She notes the "new calibre of people, including a growth in international buyers," and thus a ‘heavy rise in orders and ratio of new customers,’ since the early years. They are ideally looking for a 40% increase in orders from last year and new overseas customers. "We are thrilled to be part of the WGSN catwalk show," enthuses Datoo,"Pure is giving us endless new opportunities such as the catwalk show. It will be a great platform as we are looking to break into the US market." She applauds the split venue as the Pure range of exhibitors is so great, it helps to cover the spectrum and guide visitors.

If Beyond Famous will be absolutely returning for their 10th year, for eveningwear specialist, Jora, it is their first time at the event. Based in Milton Keynes, the central London location is "key" to them, as they normally attend the trade show in Harrogate, in the North, "to pick up more boutiques." They see it as a "great launch pad," so will definitely be returning, but are looking to change slots next time to be near the catwalk. Having just finished Modatek, where they sold 6000 pieces, "Pure is not such a big market," but they are "mainly looking for UK customers and to sell around 700-800 pieces." Niche label, Eden Roc, are also looking for big orders, where they’ve taken a bigger stand for this year’s 30th event. The second season at Pure for the label, which specialises in linen designs for fuller figure women, designer Jeffrey Lasky enthuses about ‘the good edit of brands at Pure this season." As designs suited to a cross section of women; "the range of exhibitors spin off each other," to create further interest and drum up orders.

Upstairs in the accessories gallery, the more recent dedicated section has become like a show all of its own. With a plethora of labels mixed in from small start ups to Patrick Cox and Zandra Rhodes, the key as a buyer is about being discerning to what will appeal to your target consumer. Jeweller, Nadia Minkoff, has been coming to Pure for a couple of seasons, she is not so concerned with the amount of new customers she picks up, but more about them as a long term hope. She used to show at London Fashion Week, but felt it had become too broad so decided to come to Pure, where being small and niche (all their pieces are made in the UK) "can be a benefit." For handbag label, DSUK, they are "thrilled" that Fenwicks placed orders on the first morning. "It elevates them being surrounded by such good brands," so they will keep returning. DSUK will go to Moda next week but at Pure it is "mainly about furthering orders and their reputation in the UK."

Amongst all the order placing and brand marketing, it’s really encouraging to also see Pure attracting fashion and charity campaigns. EJF (Environmental Justice Foundation) is at Pure looking to attract a different consumer (more lower end) from the ones they will look to at London Fashion Week. Having just launched an exclusive designer t-shirt collection, in aid of defending the natural environment and human rights, EJF want to create more industry awareness for their "Earth Positive" cause.