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PURE LONDON PREVIEW 3-5 AUGUST 2014 LONDON OLYMPIA


P


ure 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


28 • FOOTWEAR TODAY • JUNE/JULY 2014


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.


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


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