Pure London 12-14 February 2023 - NEW NOBLENESS THEME

Pure London, the UK’s leading trade fashion buying event will be taking place from the 12th-14th February 2023 at the iconic Olympia London. The UK’s most exciting global showcase for womenswear, accessories, footwear, and jewellery brands, has announced its latest campaign New Nobleness created in collaboration with its trend agency partner Promostyl.

 Faced with the climate emergency and a deep awareness of the living world, the new theme gives rise to a new kind of nobleness, reflecting a desire to avoid yet learn from the mistakes of past generations whilst celebrating heritage, luxury craftsmanship, and great traditions. Inspired by Charles Darwin’s quote “the love for all living creatures is the most noble attribute of man”, a subtle yet powerful demonstration of integrity, selflessness, honesty, decency, courage, virtue, and kindness underpin the New Nobleness values.

It is a sensibility designed to continue to drive the force of change for good within the fashion industry, from the beginning of the supply chain through to the end consumer and by the same token offer a sense of wonder, majesty, elegance, grace, and iconic luxury that inspires and celebrates great fashion. Showcasing Pure London’s continued commitment to Power of One®, New Nobleness is a bold theme which encapsulates the honest understanding of the sustainability challenges the fashion industry faces and the courageous journey forward to a better world whilst presenting and elevating the beauty and value of fashion.

Working with its trend partner, the international style agency Promostyl, the New Nobleness colour palette including Imperial Green, Metal Bronze, Palladium, Feminine Force and Icon feels regal, iconic and luxurious yet also natural and bold. The theme will manifest in a dynamic set of graphics and imagery embodying the New Nobleness values running throughout the season’s campaign and will be brought to life at the February 23 show.

Gloria Sandrucci, Event Director at Pure London says; “The last few years have been an incredibly challenging time but fashion has the ability to bounce back, inspire, break down barriers, drive change, and truly make a difference. Our New Nobleness theme takes the best of our past, our heritage, craftsmanship and traditions and takes it to a more noble level. When we launched Power of One® in 2018 we knew it was a forever journey, and the New Nobleness theme also continues our commitment to supporting the industry and championing those who work tirelessly to improve standards and work towards a better future.”

Pure London also revealed an inspirational line-up of brands and designers across Ready-to-Wear, Pure Jewel, Accessories, Shoes, and within its new and highly anticipated destinations for Premium Womenswear, Purely Sustainable, Pure Edge, Pure Body, and Gen Z.

Pure London is renowned globally as the most dynamic, trend-led and comprehensive fashion trade show and the next edition will not disappoint as Pure London reveals an exciting mix of returning and much-loved brands and sensational new designers.

New destination, Premium Womenswear will showcase elegant and high-end collections. Returning to Pure London, POM Amsterdam is synonymous with colour and the feminine designs feature pronounced and unique prints in fine and natural fabrics. Yerse transmits a sense of fashion and quality above all else. Responsibly designed the collection is trend-led without giving up comfort or naturalness.   Humility is a philosophical brand that focuses on helping communities and countries, believing fashion can be more than clothing it can be and is art, expression, and creativity.  Also returning this February are European designed La Fee Maraboutee and Vilagallo.

Premium Womenswear will also showcase exciting designers new to Pure London. Eleanoren creates fashion that captures the charms of cashmere and celebrates the fibre’s natural resilience, softness and warmth and NOEMA explores the essence of Mallorca with thoughtfully designed effortless staples.

Purely Sustainable presents ethical and sustainable brands who are leading the industry in this arena.  New to Pure London, British brand FIKA is a slow-process fashion range blending sustainability, community and consciousness.  The collection is designed to feel amazing and empower women so they can enjoy the good things in life.

Innovative new destination Pure Edge welcomes British womenswear collection 20th Century Foxy, showing for the first time, a creative and bold range of vintage inspired clothing which celebrates glamour and beauty. Renowned since 2000 for its vibrant and original vintage-inspired collections, Collectif returns to Pure London with its eclectic mix of retro designs from stand-out fashion eras with bespoke prints and unique embroideries. New brand Pamela Mann also joins the line-up. Formed in partnership with fashion icon Mary Quant, Pamela Mann has evolved to become one of the leading and largest hosiery specialists in the UK producing a wide range of high-quality legwear using the latest cutting-edge technology.

A dedicated space for all things intimate, Pure Body is home to chic athleisure collections, lingerie, swimwear, hosiery and nightwear from vibrant international labels. From functional everyday styles to delicate luxury and high-performance sportswear, Body covers it all. Advocating the power of personal transformation through yoga on and off the mat, London-based Karai Yoga is a super-luxe premium yoga brand offering luxury contemporary yoga wear for yogis or aspiring yogis looking for a distinct and unique image that stands out with distinctively magnificent high shine and dazzling vibrant colours. Balou was born amid a pandemic to combat the gloom with a line of products inspired by the joyful 70’s era.  Optimistic, positive, colourful, and responsible, the collection offers a breath of fresh air. New label Dipii Stark will present its beautiful collection of delicate and sophisticated silk prints.

Gen-Z is the destination for fun, trend-led and ready-to-order fashion and Nova of London encapsulates this perfectly. A mix of innovative and wearable designs, Nova is a one-stop-shop with a distinctive style.

Ready-to-wear at Pure London showcases a curated collection of directional and beautiful fashion brands and returning to the show this season is the much-loved ONJENU. Created out of a love of print, colour and femininity with influences from the 50s, 60s and 70s era, every new collection is striking, graphic and vibrant.  Contemporary Greek fashion brand Access Fashion also returns for AW23, pioneers of Greece’s quintessential islander to urban style its a curated mix of effortless essentials and statement occasion pieces, each crafted with luxurious sensibilities.  Personality filled, One Hundred Stars includes timeless pieces which take inspiration from classical and historical designs with stunning results.  The Ready-to-wear destination will also showcase highly anticipated collections from fashion forward Toving the Label, Jayley, NISSA and Bl^nk, Blubianco, Luckylu, and Beaumont Amsterdam.

Pure London presents the season’s must-have accessories with a curated edit of traditional and contemporary brands.  Returning for AW23 is luxurious Cotswold Knit, featuring distinctive accessories chic in design and knitted in the finest yarns, as well as luxurious trend-led PETA-certified vegan bags from Bulaggi.  New this February is the playful jewellery collection from Junk Jewels exploring layering with memories, and practical and sophisticated Landa Bags made from high-quality leather in a neutral colour palette. 

Presenting the latest range of must-have shoes styles for every occasion, Shoes sees the return of Macarena with its new collection of sought-after hand-made espadrilles for women, and Natural World, a young brand with years of family tradition, born with the aim of creating a 100% ecological shoe. The essence of the brand is the love of nature and the authenticity of our products, blending the trends with ecological philosophy.

This season the Pure Jewel destination introduces Anartxy, a collection of jewellery designed by mixing different tones, textures and shapes to create pieces full of colour and personality

Gloria Sandrucci, Event Director at Pure London says, “It is so exciting to be able to welcome back so many incredible exhibitors with their fantastic collections at the next edition of Pure London at Olympia and to celebrate newness with amazing and wonderful collections across a variety of ready to wear, accessories, shoes and jewellery from around the world. Pure London will be an inspiring show to find something different and I very much look forward to seeing you all there next February.”