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Pure London
Pure London

With Pure returning to Olympia London, following Burberry and Dior’s iconic catwalk shows, here is how the venue is highlighting West London in the fashion calendar.

Pure will be back to the iconic Grade II listed Olympia London from 17 to 19 July. The Victorian West London venue has previously welcomed Versace, Burberry and Dior.

Returning for its 50th season at the venue’s largest space, Olympia Grand, Pure London remains the premier fashion trade event where brands are born, expand and grow in the UK and internationally. In its 25th year, the show is globally renowned as one of the most inspirational and trend-led fashion trade events.

Tens of thousands of visitors are expected to watch catwalks, do business, and buy the creations which will be in boutiques, high street shops and department stores by Spring/Summer 23.   Returning to West London, Hyve’s summer event is in great company and aligning with high end fashion houses which have chosen Olympia London to launch some of their iconic collections.

In 2017, Versace came to the Capital to showcase its Autumn/Winter collection during London Fashion Week at Olympia West. Taking advantage of the modern features of this particular space, the Italian fashion house created the perfect atmosphere for Donatella’s powerful, contemporary and provocative collection.

Burberry followed in February 2020, transforming Olympia National by raising a mirror-like catwalk reflecting the venue’s famous 170-ft span arches. The quintessentially British brand showcased Riccardo Tisci’s AW20 classic and luxe creations, inspired by the multicultural elements of Britishness. Tisci shared with Vogue that opting for Olympia London was also a conscious choice which factored the venue’s sustainability credentials.

December 2021 was time for a French fashion powerhouse to occupy the same space. Dior took over Olympia Grand for a historic show: the brand’s very first menswear London show since its early days in 1947. It also marked designer Kim Jones homecoming showcase having last appeared in 2003. The Hammersmith-born creative celebrated the freedom and irreverence of Jack Kerouac’s novel “Beat Generation” for Dior Homme SS22. The show transformed Olympia Grand with a gigantic scroll inscribed with the extracts from the book and livestreaming the spectacle to millions across the globe.

This July will see Pure London painting the space once again with a vibrant and colourful theme to welcome British and international buyers to West London.

Julie Driscoll, Divisional Managing Director of Fashion, Hyve Group plc says: “Pure London has been the appointment in the most influential retailers’ diaries for over 50 seasons. With its incredible long-standing heritage as the market-leading show for fashion, the show will continue to provide a global platform for womenswear, footwear, jewellery and accessory brands and designers, and as it comes back home to Olympia London we want to ensure we are creating a show for the industry. We can’t wait to work together to bring the show home.”


Olympia London and Hyve Group