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Gen Z and Athleisure Brands Flock To Pure London 2019

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Visitors to February’s fashion trade show Pure London will be treated to a re-edited layout and a surge of new British and international brands who have signed up to showcase their AW19/20 collections including Parka London, Lauren Vidal, MOS MOSH, Jolie Garance, Aggel Knitwear, and Jovani. Strongest growth from overseas brands comes from France, Turkey and Greece.

The next Pure London and Pure Origin takes place at London Olympia from the 10th - 12th February 2019. Visit www.purelondon.comfor further information and more highlights from the latest show.

Julie Driscoll, Managing Director of leading festival of fashion Pure London says; “The show must go on. We are at a crossroads in terms of Brexit uncertainty and in the way the fashion industry works but Pure London is demonstrating that not only can we make a stand for better practices in fashion, we can provide a space for the most inspirational, creative and exciting brands and designers to showcase their wares.

The February show will offer visitors a host of new brands and we are really looking forward to revealing our floorplan re-edit which will freshen the show, offer new discoveries, and give the space new life.”

Pure London’s strongest sector growth area is the newly created Gen Z section encapsulating the energy and mood of young fashion and set to burst with of-the-minute, trend-led, street style and unisex collections.

New brands include Spill The Tea, Odd Color Studio, Peace & Chaos, Mr. Gugu and Sera Ulger. Returning regulars previously in Spirit include Compania Fantastica, Cubic Original, Danity, Urban Bliss, Glamorous, Angeleye, The Pretty Dress Company, and Amy Lynn.