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Pure London, the UK’s leading trade fashion buying event, has revealed a sneak peak of its inspirational Spring Summer 23 trends which will be brought to life on the thrice daily shows on The Catwalk in partnership with Drapers, during the next event at Olympia London on the 17th – 19th July.


The catwalk shows at Pure London are renowned for their bold styling and inspirational looks, featuring designs created by the brands and designers showcasing their new collections at the event, and always delivered to a packed audience.


Buyers at the July show will be treated to six key SS23 trends including eye-popping colour, rainbow prints, digital atelier effects, acrylic jewellery, and bucket loads of nostalgia from the global Kidult trend; vibrant sunflower yellows, crochet effects, and retro florals from the Sundial trend; and hyper pinks and Galactic cobalt blue from Empowered Electricity. Natural Nouveau features natural knits, cut out details, cropped jackets, cardigans and body jewellery in soft whites, while New Utilitarian delivers a punk revival with laced corsets, chains, sheers, black and metallics, and Tide Green presents soft waves, loose pants, transparency, crochet, cut-outs in bright, butterfly, and night tide greens.


Placing it firmly on the fashion map, a dedicated scene features designers from Romania including Nissa, Papucei, Venera Arapu, Inga Velery, Cristina Bacio, Lynx, Boyari Design, Kan-Brand, Atelier Raluca Mihalceanu, Anna Caro, and Antonia Nae. Visitors will also be treated to key new season looks from Jayley.


Gloria Sandrucci, Event Director, Pure London says: “For decades Pure London has been the beating heart of the fashion community in London and beyond, attracting the most inspiring independent fashion and jewellery boutiques, department stores, and online retailers. We are really excited to be returning in July with our much-loved catwalk shows. Every season, the catwalk area creates a remarkable buzz and the trend-led catwalk shows bring to life the season ahead with a highly styled high fashion edit of the collections. I can’t wait to hear the Grand Hall filled with the energy and music from the daily shows.”


Reuniting the fashion and jewellery community with an international showcase of Spring/Summer 2023 collections, Pure London has been renowned globally as the most inspirational and trend-led UK fashion trade show for over 25 years. The buzz of the show floor will come alive again with much-loved brands and designers making a welcome return including One Hundred Stars, Vilagallo, Brodie Cashmere, Onjenu, Rino & Pelle, Yerse, POM Amsterdam, Lily & Me, Bl^nk, Jayley, Alpe, Bibi Bijoux, as well as new brands KAN, Daska, Henriette Steffenson, Cotswold Knit, Pantee, Dear Denier, and La Fee Maraboutee. Godske brands to look out for include Gomaye, Sunday, Habella, Icona, Normann, Frandsen, Noen, Que, That’s Me, Tia, Molly Jo, and Robell.

A host of new European and international designers and brands include Art Love, Shan-Shan, Palme, Zen Ethic, Rene Derhy, Nudyness, Vicher, I LOVE GRAIN, Papucei, Cristina Bacio, Elhea, Yerse, Sonatachic, The Italian Closet, Tale the Label, and inBLOOM. Pure Jewel, which features its own beautifully curated space featuring incredible up and coming and established designers such as Georgia Wang, Cartergore, Kitty Joyas, Love Memories, Silver Kings, and so many more.

For further information on Pure London and Pure Origin and to register please visit

About Pure London:

Pure London is the UK's leading trade fashion buying event, representing womenswear, footwear, accessories, jewellery and young fashion. It brings together the brightest minds and creatives in the industry twice a year to showcase the best of the season’s collections, discover the latest trends, exclusive business insight, and all-important international connections.

About Pure Origin

From raw materials, fabrics, trims, packaging, all the way through to contract manufacturers offering in house design services, Pure Origin brings the inspiration and tools together in one exciting destination to allow buyers and designers be inspired and then bring their own collections and ranges to life. From Peru to the Nepal, India to the UAE, and Turkey to North Macedonia and back to the UK, Pure Origin brings diverse international manufacturers and unprecedented choice of fabrics together for the UK fashion community to responsibly source and create their next collections and best-selling ranges.

Pure London is a Hyve Group plc event.


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