Pure London creates Pure Body sector

By

Barbara Santamaria

Published
Oct 9, 2019

In a move designed to address the growing demand for activewear and loungewear, fashion trade show Pure London is launching a new section called Pure Body at its February 2020 show.

Pure Body will group athleisure, nightwear, swimwear, lingerie and hosiery brands in a single area within trade fair, which is taking place at Olympia London on 9-11 February.

Additionally, the line-up of loungewear and hosiery brands will be expanded to give buyers an opportunity to see a wider assortment.

Gloria Sandrucci, event director at Pure London says: “Building on the growth and success of the Athleisure sector, and following feedback from visitors, we are excited to be launching Pure Body in February to encompass and broaden the active, swim, lounge and nightwear sectors and introducing more lingerie and hosiery to give visiting retailers the complete offering.”

Pure Body will be just one of several dedicated sections at the London fashion event, joining childrenswear area Bubble at Pure London, ethical fashion in Pure Conscious and businesses from across the supply chain in Pure Origin.

Over 700 brands offering womenswear, menswear, footwear and accessories, young fashion, kidswear are expected to showcase their collections at the upcoming February edition.