13th - 15th February 2011
Olympia Grand & National Halls, Hammersmith Road, London W14 8UX
Telephone: +44(0)20 7728 3512

Earls Court, Warwick Road, London, SW5 9TA
Telephone: +44(0)20 7299 0580

Fashion trade exhibition Pure London will see the expansion into Earls Court in February 2011 offering the largest selection of handpicked brands in the UK. Pure Spirit will move into London Earls Court and will run simultaneously to Pure London 2011 at Olympia, attracting more buyers than ever before. Pure London and Pure Spirit will house Autumn/Winter 2011 collections alongside Spring/Summer 2011 short orders, presenting over 1,100 of the industry's most creative, luxurious, must-have brands.

The exciting growth of the Pure brand will benefit the current visitor base, whilst creating an even stronger identity with young fashion retailers. Buses will run between Earls Court and Olympia every 7 minutes to ensure efficient and easy access to both shows.

At Pure London '11 in Olympia, buyers will get an overview of the market place through a comprehensive look at the hundreds of collections on display, three catwalk stages with over eight shows a day and a full seminar programme.

This season Pure London at Olympia sees an abundance of new and returning brands added to the line up, as well as new features and sections. The floor plan has been re-edited to strengthen the contemporary offering and make it easier for buyers to browse. Following its highly successful launch, February will see the return of Pure Premium, within the main show, offering exquisitely sophisticated high-end bridge collections.

New to Pure Premium, Bl^nk, will be showcasing their new collection. Created by designer Diana Irani, the products are of extreme precision with embellished delicate fabrics draped into exceedingly feminine shapes. Diana has developed a complete wardrobe of ultra feminine, sophisticated and romantic styles that includes both long and short evening dresses, bamboo knit cardigans, silk kaftans and leather coats, jackets and dresses.

At Pure London '11 in Olympia, The Directional section will house a range of brands including Selected Femme, Almost Famous, Darling, Fever, Charli, Oxmo and Peppercorn. Leading British fashion brand Fenn Wright Manson will be returning to the show after a short break. Their innovative and timeless collections with emphasis on chic and feminine cuts in a range of textures and patterns, will be a must visit.

Back in the Boutique section, Ian Stuart London, Ispirato, Gloria Estelles, Alfredo Vaez will present their new collections whilst the Studio section will see the return of firm favourites Lauren Vidal, Masai and Lilith.

Pure Accessories will be showing a range of high end designer brands including the much loved Zandra Rhodes and her fabulous handbag collection as well as Ally Capellino, matt & nat, Suzy Smith and Red or Dead.

Top Jewellery brands Sam Ubhi, Anna Lou of London, Lola Rose and Lucas Jack will be bringing their new collections of elegant costume and fine jewellery.

The Footwear brands on show in the dedicated footwear area are split into three distinct sections: trend-led, designer and new, making browsing easier for buyers. New to Pure London '11 are Unleashed, Minnetonka and Rocky Brands, while Arche, Salvador Sapena, Audley, Frye, Uinsa, Bronx, Ravel, Chinese Laundry and Emu will be back at the show.

Pure Spirit at London Earls Court has grown into its own event for February 2011, with over 350 of the hottest fast-fashion and forward-order brands and upcoming designers. The show will house the best of trend-led men's and women's fashion. Edited into two individual sections, She, for feminine brands, and Label, for unisex lifestyle brands – buyers will be able to source from over 250 brands. Co-located with Pure Spirit will be Stitch, hosting the best in menswear and accessories.

Following the successful introduction of Label a few seasons ago, this section will house men's and women's branded young fashion lifestyle brands. Confirmed names include Blood and Glitter, Freddy, Vacant, Pepe Jeans and Iron Fist.

At Pure Spirit in London Earls Court, top regular brands on show include Mina, Me & Thee, Pink Soda, Rare, Ruby Rocks, Love, Numph, Eucalyptus and Orion London will sit alongside newcomer's Renee London, Maggie and Me, Frock and Frill, Goldust, Jeepers Peepers and Toki and Nabi.

At the cutting edge of modern and directional fashion, Pure Spirit at London Earls Court is launching Next Generation; a new platform for emerging designers to present their original, new collections and build their profile and exposure. Designers will be able to experience the scale and reach that an event like Pure Spirit in London can offer, all at a much subsidised rate.

Pure Spirit in London Earls Court is taking applications from designers; sixteen women's and men's wear places to be filled. A panel made up of Britain's fashion industry experts and editors will select two winning designers who will be invited to exhibit their collections in front of the thousands of buyers at Pure Spirit in London at no cost, plus a further fourteen entrants will be offered the opportunity to exhibit their collections for the subsidised rate.

"In August 2010 Pure had the biggest audience ever taking the event to another level. Pure will continue to drive this momentum, with new brands, new sections, a re-edited floor plan, and a range of informative seminars and catwalk shows. We can now fulfil the demand of even more brands who want to take part in a London fashion trade event. Pure welcomed over 12,500 visitors in August 2010. With the launch of Pure Spirit in Earls Court we plan to grow this visitor base, plus welcome a raft of new retailers and to see visitor numbers across both events exceed 16,000." Commented Sarah Lawrence, Event Director of Pure London.

For more information on Pure London 2011, please phone 020 7728 3512 and on Pure Spirit in London, please phone 020 7299 0580.

Visiting Pure London 2011 & Pure Spirit:

Cost: TBA

Time: TBC

Age restrictions: N/A

Nearest Underground (Tube) stations:
Kensington Olympia
Earls Court (for Pure Spirit)

Nearest Hotels: Quality Crown Hotel London Kensington.

For more information please visit: www.purelondon.com

More February Events: