Pure London is the United Kingdom's leading fashion trade show which takes place twice a year in Olympia, London.^[1] The timings of Pure ties in with the seasonal trends and buying patterns.

Pure is predominantly focused on ready-to-wear womenswear, and has additional sections for young fashion (spirit) and footwear and accessories.

The trade-only event presents forward-order collections from over 1,000 fashion brands, with an audience of over 12,000 UK and worldwide retailers in attendance as audited by the Audit Bureau of Circulations.^{[citation needed]} It includes clothing examples and catwalk performances, fashion talks and retail advice.^[2] In addition to the brand showcases, Pure London features two stages of catwalk scenes, and a seminar programme addressing issues in fashion and retail.

Pure London provides high street fashion retailers and independent fashion retailers with the opportunity to source trend-led, premium clothing and wholesale fashion from leading brands. It attracts over 12,000 high quality fashion buyers from independent and department stores, multiples and e-tailers. Partnering with WGSN, the fashion exhibition holds daily trend briefings for Autumn/Winter and Spring/Summer trends. The seminar programme has expanded to include advice on setting up online stores, visual merchandising and styling sessions.^{[citation needed]}

• Official web site

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