United Kingdom
Pure London – Fashion Trade 1–4 February 2026
Pure London 2026 — Where Global Fashion Meets Innovation
Pure London returns to Olympia London from 1–4 February 2026, uniting designers, buyers, wholesalers and
fashion-forward brands for the UK’s most influential trade show in apparel, footwear and accessories. Recognised
as the gateway between international designers and UK retail, the event sets the tone for the season’s
commercial direction — from sustainability breakthroughs and digital fashion to fabric innovation and emerging
talent.
Whether you’re a corporate buyer, boutique owner, or global fashion brand representative, Pure London isn’t just
another trade event — it’s where the next 12 months of retail take shape.
What to Expect in 2026 — A Stronger, Smarter Fashion Marketplace
The 2026 edition elevates its reputation as the definitive fashion buying destination with:
| Theme | Highlights |
|---|---|
| Sustainability & Ethics | Circular production, recycled fabrics, transparent sourcing |
| Digital Fashion & AI | Virtual sampling, AI-driven retail predictions, immersive tech |
| New Designer Showcases | International emerging designers and London-based labels |
| Exclusive Catwalk Shows | Focus on wearable trends and seasonal colour palettes |
| Retail Strategy Workshops | Buying psychology, Gen-Z marketing, supply chain planning |
With over 1,300 exhibitors expected and thousands of B2B attendees, the event remains unrivalled for spotting retail opportunities early.
Who Should Attend
Pure London is designed for:
- Buyers from department stores, boutiques and online retailers
- Corporate fashion procurement teams
- Marketplace sellers and digital retail decision-makers
- Designers and sourcing specialists
- PR, stylists, merchandisers and brand partners
- International fashion distributors entering the UK market
If your business depends on understanding the commercial direction of fashion, this event is mandatory.
Travel & Group Logistics — Why Coach Hire Works
With professionals travelling from across the UK, Europe and beyond, reliable group transport makes the day smoother and more cost-efficient — particularly for:
- Retail teams are attending to place seasonal orders
- Universities and fashion faculties with student groups
- Corporate fashion companies are sending multiple delegates
- PR agencies attending with clients, stylists and models
- International buyers based temporarily in London
For multi-day attendance, return transfers and scheduled drop-offs ensure delegates are on time for catwalks, workshops and networking sessions — without relying on trains or multiple taxis.
Why Olympia London Is the Ideal Venue
The newly upgraded Olympia development means Pure London 2026 benefits from:
- Expanded exhibition space
- Larger catwalk arena
- Food and hospitality zones for business lunches
- Excellent accessibility for groups
- Direct links to hotels in Kensington, Westminster and Hammersmith
2026 Industry Themes to Watch
Pure London always influences the retail landscape, and 2026 is expected to prioritise:
| Sector | 2026 Direction |
|---|---|
| Womenswea | Luxe minimalism, re-imagined tailoring, statement textures |
| Footwear | Smart sneakers, vegan leather boots, hyper-comfort heels |
| Menswear | Relaxed athleisure tailoring and heritage silhouettes |
| Accessories | Modular functionality, slow-luxury craftsmanship |
| Digital Retail | Virtual try-on, AI-powered recommendations |
Brands that adapt early gain advantage — especially when forecasting stock and marketing campaigns.
FAQs
- Where is Pure London 2026 held?
Olympia London, 1–4 February 2026. - Is this event only for the fashion
trade?
Yes — it’s a professional B2B event requiring registration. - Do I need multiple-day passes?
Most buying teams attend over two or more days to cover exhibitors and catwalks. - Can group travel be arranged for
attendance?
Yes — private coach transfers are the most reliable for multi-delegate attendance. - Is there parking at the venue?
Limited — pre-booking is essential, and group drop-off is recommended. - Are international buyers
accommodated?
Yes — with translation support and global brand representative networking.
Final Thoughts
Pure London 2026 will shape the direction, materials and merchandising journeys of global fashion for the coming
year. With major innovation anticipated in AI retail, sustainability and sourcing transparency, this is the show
where retailers get ahead — not after.
If you're attending as a group, planning ahead with professional, comfortable transport keeps schedules smooth,
reduces costs and ensures your visit is productive from the moment you arrive at Olympia.
