Fashion Clothing Textiles Jewelry Shoes
London, UK
14-16 Jul 2024
Hyve Group Plc
6 months
Event website:

The UK's most extensive semi-annual fashion festival

Pure London has built itself a reputation as the ‘it’ event in the fashion industry in the UK. The international fashion trade show presents designers and fashion labels the opportunity to present new collections to the biggest retailers on the market. Not to mention how important Pure London is for getting a peek into the newest fashion trends. Held for the first time in 1998, Pure London is also known as the Festival of Fashion and together with Pure Origin, the show brings together the entire fashion supply chain.

You have women's wear, men's wear and children’s fashion all in one exhibition centre and the product portfolio features the following thematic zones – Premium, Women's wear, Conscious, Gen Z, Body, Pure Jewels, Retail Solutions, Footwear & Accessories. We have to mention that at Pure London, visitors get to experience never-before-seen collections hitting the runway. 


From 14.07.2024 to 16.07.2024, PURE LONDON 2024 will hold its latest edition. The face-to-face event will take place at Olympia London. At the venue, strict Covid-19 safety measures will not be implemented. This is due to the country removing its national coronavirus restrictions in addition to its travel limitations. The government has opted to perform such a step as a result of the improving pandemic situation. 


Make a hotel booking for Pure London ahead of time to spare yourself the stress of competing with so many exhibitors and visitors altogether. Trade Fair Trips ltd handles the details surrounding your visit to London and as veterans in providing accommodation for trade shows, we deliver the highest quality at the best price. Once we have your budget, we supply you with the top hotel rates for Pure London, and you are able to select the best hotel close to London Olympia.

It is that simple, and you can rely on us for a lot more. Trade Fair Trips ltd have expanded our services beyond just making hotel reservations. Clients come to us when they need to book meeting facilities ahead of time or require someone to build their trade stand. Consult with us about what works best for you.

On foot
On foot:

Not advisable when travelling from London Gatwick Airport

Not advisable when travelling from St Pancras Station

By car
By car:

55 minutes when travelling from London Gatwick Airport

15 minutes when travelling from St Pancras Station

By public transport
By public transport:

50 minutes when travelling from London Gatwick Airport

40 minutes when travelling from St Pancras Station


Pure London as many other fashion shows reflect the different seasons for the fashion industry and as such editions take place twice in the year – in February and in July. Programming lasts for three days in total at the London Olympia exhibition centre. Hyve Group PLC – the official organiser for the fashion show – brings Pure London to life along with Pure Origin and the doors are open only to fashion insiders. Working hours are from 09:30 am until 18:00 pm.

The only exception is the closing day, which wraps up at 16:00 pm. You don’t need to drive to Pure London because London Olympia has connections to every type of transport you can imagine thanks to its location near Kensington Station. Buses, the Overground, the Underground and the railway service are all at your disposal for a quick commute to the exhibition grounds. 

  • “The catwalks at Pure London are just so inspirational, and you always learn so much from them," – Zoe Anne Jones, Harrods;
  • “We come to Pure London every season... and we're always looking for something new and different! Our primary reason for attending is to make orders, but it's always really interesting to get an overview of the colours and trends for the season ahead as well,” – Megan Calcutt, Cordelia James;
  • “I’m here to discover new brands and to make contact with some names that are already on our books. This is the first time I’ve actually been to Pure and there’s a couple of brands here that I’ve been watching on Instagram that I wanted to come and see, and we’ve also had a couple of meetings with some existing brands as well. Trade shows are always good because you never know when you’re going to find those little undiscovered gems which is something I’m quite passionate about,“ – Anthony Kitterman, ASOS;

Pure London has the support of major players in the fashion industry such as Fashion Network, CO, Fashion Jobs, Attire Accessories, ASBCI, iHKiB, Conscious Fashion Campaign, Drapers, and Fashion Square Marketing. With this much faith from the industry, it’s no surprise that the Festival of Fashion attracts well above 17,000 professional visitors and 1300 ready-to-wear collections.

In addition, Pure Origin captures over 150 suppliers and manufacturers. Exhibitors are an interesting mix of already popular, veteran brands in the fashion industry and young designers looking for the spotlight. In terms of visitors, Pure London sees buyers from all over, be it independent boutiques, multiples, department stores and online stores. You’re able to position your products everywhere if you’re successful enough.

Pure London July 2022

PURE LONDON 2022 took place on 17.07.2022 and 19.07.2022. The Olympia London venue did not have Covid-19 security measures due to the removal of the related pandemic restrictions. 58 exhibitors attended the event.

Pure London February 2023

Olympia London served as the hosting location of Pure London's 2023 winter edition between 12.02.2023 and 14.02.2023. The live trade fair was hosted in the absence of Covid-19 safety measures. This was because of the removal of the country's pandemic-related restrictions. Over 250 exhibitors attended the event.

Pure London July 2023

Pure London's July rendition for 2023 was hosted as a live trade fair between the dates of 16.07.2023 and 18.07.2023 in Olympia London. The event featured over 200 exhibitors. It was attended by more than 1,000 visitors during its first day.

Pure London February 2024

Pure London February 2024 was held as a live trade fair between the dates 11.02.2024 and 13.02.2024. It was hosted in Olympia London and received approximately 360 exhibitors from around 30 nations. 

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