PURE LONDON
February 09, 2026 - February 11, 2026
Pure London stands out as a pinnacle event in the fashion industry, renowned for its position as the UK's premier trade show for fashion and fashion accessories. Held biannually at the iconic Olympia Exhibition Centre in London, Pure London epitomizes the essence of authenticity and trendsetting in fashion. Organized by the Hyve Group PLC, a globally recognized organizer of trade fairs and conferences, Pure London showcases the latest trends, colors, and shapes that define each upcoming season. With a focus on women's clothing, accessories, footwear, sustainable brands, streetwear, vintage labels, and more, the exhibition provides a comprehensive overview of the evolving fashion landscape.
The allure of Pure London extends beyond its diverse array of exhibitors to encompass its vibrant atmosphere and rich networking opportunities. Professional visitors, including retailers, buyers, designers, and trade journalists, converge at Pure London to explore new collections, forge business partnerships, and gain insights into emerging industry trends. Central to the event are the dynamic fashion shows, offering attendees a firsthand glimpse of the latest designs and products from top designers and brands.
Pure London caters to the diverse needs of the fashion retail sector, serving as a vital platform for retailers seeking to expand their product offerings and discover new brands. With its strategic location at the Olympia Exhibition Centre, easily accessible by public transportation, Pure London offers attendees the chance to immerse themselves in the dynamic fashion landscape of London, a city renowned for its cultural diversity and historical significance.
In addition to its role as a premier fashion trade show, Pure London encompasses a myriad of pavilions, captivating competitions, and seminar programs. The inclusion of Pure Jewel, a recent addition focusing on the synergy between fashion and jewelry, further enhances the breadth and scope of the event. Through initiatives like "Power of One," Pure London empowers retailers and suppliers to showcase innovative solutions and practices for a more sustainable future in the fashion industry.
With over 200 exhibitors from the UK and beyond, Pure London presents a diverse array of product categories, including women's, men's, and children's clothing, accessories, footwear, lingerie, sportswear, and more. Whether seeking to discover the latest trends, forge new business relationships, or explore innovative solutions, Pure London remains the ultimate destination for fashion professionals seeking to stay ahead of the curve.
