Pure London ends first show with menswear sector, announces new SS theme
London’s largest trade show, Pure London, ended this Tuesday after three days of insightful seminars, fashion catwalks and trading.
Over 700 brands, of which 300 were new to the show, presented their products and services to buyers from stores such as ASOS, Lipsy, John Lewis, Fenwick, Dune, House of Fraser and Selfridges. The general feeling, however, was that buyers came mostly from the UK.
“Last August we mostly got international orders from buyers from Italy, Spain, Japan and South Africa, but this time it’s been all UK-based,” said Mags Walker, Creative Director of jewellery brand Toolally.
“Buyers were mainly from the UK, but we did have a shop from Belgium placing orders,” said Aiofe Harrison, designer of Dublin-based bespoke hats and headpieces label Aiofe Harrison Designs.
The event was visited by industry professionals from different parts of the world, and reported strong attendance from Turkey, Italy, Spain, Denmark and Holland.
As well as introducing a new layout and a conceptual theme, Pure added a new menswear sector to its format. Despite the launch being reported as ‘successful’, some exhibitors hoped for a bigger turnout.
“Pure is known for womenswear, not menswear, so it needs to be more advertised around Europe to attract more buyers,” said Mon Handa, director of leather manufacturer Crowngate Leathers.
“Footfall has been a little poor,” agreed Amanda Morley, sales representative for Lizard King, a brand of men’s shirts. “But the menswear sector is new, so you can’t judge it on that. We hope it will grow and we will grow with it.”
For its next edition, taking place in July, Pure London unveiled a new theme called ‘A Life Less Ordinary’, which was derived from WGSN key trends and inspirations for the upcoming season. Combining politically-moving elements and an underlying South American concept, the show hopes to bring strong bursts of colours, clashing prints and bold cultures for Spring/Summer 2017.
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