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Pure London

Pure London 3-5 August 2014 at London Olympia in the UK

Pure London, the premium event for progressive fashion buyers, has revealed the plans for its re-edited footwear and accessories section confirming a stellar line-up of brands, ahead of the August edition of the show.
Taking place at London Olympia from August 3-5, 2014, Pure London will showcase forward-order SS15 and short-order AW14 collections across contemporary womenswear, young fashion, footwear and accessories.
Building on the changes unveiled at the February show in its ready-to-wear sections, at the forthcoming August edition, Pure London will redefine its footwear and accessories proposition to enhance the identities of both areas.
As a result, brands will enjoy a brighter space and the changes will improve visitor experience bringing more buyers to the section.
The proposed changes have been well-received by the industry with a stellar line-up of footwear and accessories brands already confirmed for the August show, including many Pure London favourites, a whole host of new names, more international collections and some other brands returning to Pure London after several seasons’ absence.
Among the most notable changes to footwear and accessories this season, footwear brands which were located in the 02 Hall and part of the National Hall Gallery will be moved to be in the one area around the National Hall Gallery above the Spirit young fashion section below.
As a result of this move, the accessories brands that are currently in the National Hall Gallery, will be relocated to take over the Grand Hall Gallery and also extended into a new section in the Upper West Hall giving an easy flow for the discerning accessory buyer.
By making these changes Pure London has revealed that it is to launch two exciting new sections in the footwear and accessories area.
The first of these, linking the footwear and accessories halls together is the Emerging Brands section. Designed to showcase the finest in iconic capsule collections and exciting, directional product, Emerging Brands will play host to a mixture of 17 footwear and accessories brands.
In order to be eligible to show in this area, which will comprise two tables and a plinth per brand, brands must be able to demonstrate a mixture of contemporary design and originality as well as a PR savvy approach and a willingness to show just a small capsule range, designed to appeal to boutique owners who are on the hunt for something niche.
Brands already committed to show capsule collections in the Emerging Brands area include French brand Origami Jewellery and London-based 3D handbag brand Today I’m Me.
Commenting on the new Emerging Brands area, Pure London Head of Footwear and Accessories Vicky Ogden said: “Emerging Brands is not an area for launch brands but it has been created to give the most exciting and contemporary up-and-coming footwear and accessories labels the opportunity to showcase a capsule collection featuring their most editorially relevant product.”
In the accessories area in the newly-opened Upper West Hall, Pure London will debut another new section this season in the form of the Accessories Launch Pad. Specifically aimed at new smaller brands, the Accessories Launch area reflects Pure London’s proposition as a truly international show and will play host to brands including Indian jewellery designer Felix Bendish, innovative scarf brand Cloppies, directional bag brand Salvei & Sean and headwear brand Mu Du London.
Away from accessories in the National Hall Gallery, in the footwear section, and returning to Pure London this season as the headline category sponsor of footwear is global footwear distributor and licensee Highline United Europe.
Highline United Europe will  have a large stand  and will show the SS15 footwear collections from its suite of brands including French Connection Footwear, Elie Tahari, Luxury Rebel, Nylo and award-winning designer Julian Hakes.
Also returning to Pure London this season after a successful show in February are footwear brands including Portuguese footwear brands Lemon Jelly and Fly London, Australian brand Sol Sana, Spanish brand Pikolinos plus a host of other brands including Moda in PelleEsskaIpanema, Mel Dreamed by Melissa, Goldmud, Mustang Shoes, Caprice, Unisa, Wonders, Vanilla Moon, Birkenstock, Butterfly Twists, Minnetonka & Blundstone, Gardenia Copenhagen,Ravel and Babycham.
At the forthcoming show Pure London is also delighted to welcome back several footwear brands after one or more seasons’ absence including the likes of Peter Kaiser, Pretty Ballerina, J Shoesand Lodi/Gadea.
In addition Pure London’s re-edited footwear section will also provide the perfect platform for brands that are exhibiting at the show for the very first time. Launching at Pure London in August is Portuguese footwear brand Cloud Footwear. Also new this season is established kids footwear brand Lelli Kelli as well as Romanian brand Papucei, Greek brand Sorelle plus Brenda Zaro, Bunker, Eli B, J Reinaldo, A&E London, FlopZ and Vienty to name but a few.
The accessories area will also see many brands making their Pure London debut in August. In Premium Accessories brands including French handbag brand Kate Lee, US milliner Karen Morris, Brazilian brand DB Rainbow plus Naterra, Eddie, Charles Paris, Julia and Sergio Renato will all exhibit at Pure London for the first time. While in the main accessories hall in the Grand Hall Gallery, new brands including Nazar Berlin, Harriet Saunders, Luri, Mimu,  DamnDog and QUDO from  Germany will all make their show debut.
Returning to Premium Accessories this season will be Pure London favourites including Nica, Fiorelli, Sam Ubhi, George Gina & Lucy bags, Bibi, Makki, Rodgers & Rodgers and Dyrberg Kern. While brands including Modalu handbags, Matt & Nat, Amishi and Caths Belgium come back to Pure London for another successful show.
In the new Upper West Hall, as well as the new Accessories Launch Pad section the area will also play host to some established accessories brands including Passagatti, Bulaggi the Bag, The Real Pearl Company, SSP Hats, and Triple 7 bags, giving them more space in a new contemporary environment.
With more brands re-edited in new areas, this is set to be the best Pure London yet for footwear and accessories incorporating brands from all over the world reinforcing the show’s proposition as providing a truly international buying experience.
Vicky Ogden added: “This season at Pure London is extremely exciting for footwear and accessories brands. The brands have been given space to breathe in carefully re-edited areas leading to an improved show experience for both brands and buyers alike.”
For more information on the forthcoming show or to register to attend Pure London visit