Pure London

Sunday I visited Pure London at Kensington Olympia. Pure London is one of the UK's leading trade fashion events for sourcing womenswear and young creative fashion.

It was my first time visiting the show and I thought it had a great vibrancy about it. Although the range of brands is vast and varys considerably in terms of market type, the set up worked well and the brands that stood out were those that paid attention to detail to small things that add an atmosphere to the compact exhibitor space. The importance is to get the brand profile across within a quick glance, it could mean the difference between maintaining the wondering eye of the independent buyer or the competitor next door benefiting from the custom.

The brands that caught my attention were those with eye-catching visual merchandising set ups. Yumis' mannequins wouldn't of looked out of place in a Harvey Nics window display and at Supertrash it was the key items they had picked to display which drew the crowds such as a leather biker jacket with emphasised shoulders.

Of course being a fashion event there was the all important party afterwards! The exhibitors party took place at The Crescent Club complete with a Bruno impersonator as compere and 'Pete Sinatra' (who didnt go down quite so well!) think the clue was in the name with that one!

After that on to No5 Cavendish Square with the party hosted by AppleBottom jeans. A great day had by all and that was just day one- two more days of the exhibition to follow! Visit http://www.purewomenswear.co.uk for more info on the event.