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Published
Oct 12, 2022
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Pure London adds new curated areas for February show

Published
Oct 12, 2022

Hyve Group is hoping to continue the successful comeback of the live Pure London show that was seen in the summer with February 2023’s show adding new curated spaces including Premium, Purely Sustainable, Pure Edge, Pure Body, and Gen Z.


Hyve Group



They join the existing Ready-to-Wear, Pure Jewel, Accessories, and Shoes spaces.

The organisers said that “from this February, sustainability will be at the fore with a curated selection of conscious exhibitors”.

Its dedicated destination for sustainable brands and ethical designers “with a story to tell”, Purely Sustainable, is being put together “to help the fashion community navigate this growing priority, push for progress, and support the industry in its sustainability journey”.

That comes as the global ethical fashion market is expected to grow from $6.35 billion in 2019 to $8.25 billion in 2023.

Meanwhile, Pure Edge will be “rooted in inclusivity and diversity and offering innovative, creative collections”. Exhibitors will be “independent, unapologetic, and diverse, proudly embracing difference in all its glory and offering bold collections that make a statement and demand zero-judgement”.

The Premium offer will feature “high-quality, high-end pieces that stand out… designed with elegance and longevity”. The collections on show will be “the work of distinctive high-end labels such as POM Amsterdam, Vilagallo, La Fee, Humility, and many more”.

Pure Body will be the athleisure, sportswear, swim, hosiery and lingerie area, while Gen Z “is the place for young, edgy, and fun looks from exciting new designers. Encapsulating the energy and mood of young fashion, Gen Z is your destination for trend-led and ready-to-order fashion, and street style collections,” we’re told.

As mentioned, the existing sections will continue with Pure jewel back for a second season following its launch in July. 

And Source Fashion, the new responsible sourcing show, takes place at Olympia London at the same time.

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