I2i Events Group has announced two additional product areas for the next edition of its Pure London fashion industry show.

The new Pure Body zone will showcase lingerie, swimwear, shapeware and loungewear, while Pure Junior will feature a selection of 20 leading and up-and-coming childrenswear brands. The two new areas will sit alongside the show’s four distinct sections: Womenswear, Spirit Young Fashion, Footwear and Accessories.
 
I2i expects 1,000 brands at the next Pure London, which will be held from 19 to 21 August at Olympia. Among these are a host of first-time exhibitors including Vivienne Westwood footwear, Christian Lacriox handbags and jewellery and the O’Neill lifestyle brand.
 
Pure London previously announced plans to expand its August show floorplan by at least 700sqm following a strong February edition.
 
“This season, Pure London promises to be the most vibrant and exciting show to date,” event director Sarah Lawrence said. A major area of investment has been made in Pure London’s seminar programme, which will include 75 sessions designed and written by buyers, she added.
 
Sessions have been split into ‘Better Buying’, ‘Better Business’ and ‘Retail Insight’ streams and include a Q&A with fashion guru Brix Smith-Start, and speech from Ultimo owner Michelle Mone OBE.
 
“With industry-best brands unveiling their collections alongside the designers of tomorrow, masses of insight from fashion experts, networking opportunities and a series of inspiring runway shows, a visit to the three-day event is a pivotal part of every serious fashion buyer’s season,” Lawrence added.
 
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