9 February 2014

Pure London

Pure London is the UK's leading fashion trade show, where hundreds of womenswear and accessory labels exhibit their designs to more than ten-thousand buyers. Held inside the vast Olympia London, the three-day event is an opportunity for these companies to do business directly with potential stockists, and make those all-important sales decisions, which will see their brands flourish.

I was graciously invited to Pure London by Mod Dolly, which is among a collective of up-and-coming British designers supported this season by UK Trade & Investment. With so many brands fighting for attention under one roof, the decisions of any fashion buyer in attendance must be tough - provided they can successfully navigate themselves through the overwhelming labyrinth of stands and displays.

Pure London Julian Hakes Pasotti Zatchels IMG_6620 Mod Dolly

© Joseph Kent / www.unlimitedbyjk.com

All photographs are subject to copyright law, and must not be reproduced without express permission.

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