Pure London will take place February 9 to 11, 2020. There will be a line-up of inspirational new designers and women’s wear brands. The ultimate destination for style essentials, Pure London showcases the newest global brands and the latest trends across its ready-to-wear and premium sections. The autumn/winter show will stage a fresh and new edit of directional pieces and distinctive designs for the new season. Luxury fashion designer Matthew O’Brien will show key pieces of evening wear, ready to wear and a small selection of bridal from his autumn/winter 2020 collections. Valentina Poltronieri, a young Italian fashion designer, will present her new collection. Technical and eccentric fabrics, fluo colors, handmade embroidery and stellar prints will be the main features of the new collection. Among the other brands taking part are Wibes, a French premium, ethical and multicultural brand creating contemporary and colorful sneakers, Nomads, an ethical fashion brand specialising in high-quality, contemporary garments that embrace color and print, and Derhy, a French brand that celebrates Indian culture and philosophy, the immensity of its ochre landscapes, the saturated colors of the women’s saris and the sarongs.

As a global show that celebrates newness, Pure London annually attracts over 3,00,000 industry professionals from the UK and around the world via its shows and digital platforms.