TRADE FAIRS – Pure London – The home of Fashion & the home of Jewellery is back


Pure London, the UK’s leading, largest, and unmissable trade fashion buying event, is back and pleased to announce the date line for the next edition on 17th – 19th July 2022 at the iconic Olympia London, plus the launch of Pure Jewel, an exclusive area located in the heart of the show for fine and precious jewellery, curated by Pure London Event Director Gloria Sandrucci.

Visitors will also discover a new floorplan edit with five Destinations; Womenswear, Footwear and Accessories, Pure Jewel, Pure Lab, and Pure Origin.

TRADE FAIRS – Pure London – The home of Fashion & the home of Jewellery is back

Renowned globally as the most inspirational and trend-led fashion trade show for over 25 years, the buzz of the show will come alive again with much-loved brands and designers returning in July including One Hundred Stars, Brodie Cashmere, Onjenu, Lily & Me, My Doris, Meraki Beach, Bl^nk, Jayley, Alpe, Sonatachic, Joko Edu, and so many more.

Pure Jewel will showcase fine and precious jewellery, silver jewellery, and branded jewellery from across the world with a focus on contemporary, ethical, and sustainable designers. In partnership with key industry associations such as the NAJ, Pure Jewel features its own beautifully curated space and acknowledges the need for jewellers, designers, brands, and jewellery manufacturers to connect within the wonderful surroundings of Olympia in West London.

Sandrucci says; “So much more than a trade show, Pure London has been sorely missed by its community and we are unbelievably excited to be back this summer with a host of exciting developments and initiatives. We are bringing Fashion and Jewellery back home to Olympia, and with our knowledge and heritage in the fashion and jewellery industry we will create a stunning curated space that the industry needs and has expressed it wants.

“Jewellery is, for me, inextricably linked to emotions and the story that connects a person to a particular piece. Not only does jewellery have the power to elevate an outfit, it’s also a slice of history that links to a specific memory or moment in time. I’m so looking forward to bringing fashion and jewellery back home, together, to celebrate the enduring connection between the two.”

Featuring a carefully curated line up of UK and International womenswear, accessories & footwear, and jewellery collections with sustainability at its heart, Pure London caters to all buying needs. Across the five Destinations visitors will discover elegant ready-to-wear collections, evening wear, and resort wear alongside cutting-edge urban styles and exciting contemporary designs, an eclectic edit of British and International accessories, as well a selection of the latest shoe collections. Pure Lab, positioned at the front of the show, champions an edit of exciting emerging designers. Manufacturing and sourcing destination Pure Origin also returns as the most convenient and cost-effective route to market for suppliers and manufacturers both from the UK and overseas, as well as being a key source of inspiration and education for visitors.

The return also sees the creation of the Pure London Advisory Board, a dedicated Agent’s Package, plus the re-launch of its popular VIP Buyer Programme. The newly created Pure London Advisory Board will bring together the brightest and most creative minds in the retail industry.

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 70 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 we want to ensure we are creating a show for the industry. The marketplace and retailing has evolved so much since the last show pre-Covid, and it is crucial for us to include and listen to our community. If you want to get involved in the Pure London Advisory Board please get in touch with our head of global partnerships Stuart Thomas [email protected]. We can’t wait to work together to bring the show home.”

The re-launched VIP Buyer Programme will offer a host of benefits including financial contributions, travel arrangements, VIP cars, and onsite hosting. The team has also created a dedicated Agent’s Package for fashion agents booking on behalf of their brands, including the use of Pure London’s inhouse TV & Social Content Studio available pre-show for Style Edits, Collection Previews, Content Production, Brand Videos and interviews. Assistance with hotel accommodation.

For further information on Pure London please visit