Pure London Remastered
Scheduled for February 14th to 16th at London Olympia, the next edition of London trade show is going to be focused on the ‘Pureism’ theme
The ‘Pureism’ theme will be the focus of the next edition of Pure London: a choice that will surely give new and positive impetus to the event. ‘Pureism’ is inspired by the art movement reflected in WGSN fashion forecast for Autumn/Winter 2016-17. The new campaign imagery was created with brushstrokes from Rembrandt paintings supplied by the Rijksmuseum in Amsterdam. The contrasting painting segments in the foreground tell the story of the old with the new and results in reinventing and bringing back to life classic styles. The shape and colour palette of the trade show, as well as the catwalks shows and feature presentation areas and live art installations throughout the show, are all focused on this specific central theme in order to encourage buyers and visitors to engage with the key trends, discover new and unique brands, to gather new inspiration. The new theme is also carried across the website, which has launched a special ‘wish-list’ feature to help buyers and retailers to discover brands and labels through extensive picture galleries and to help them plan their visit. ‘Pureism’ is derived from the ‘Re-master’ megatrend by WGSN for Autumn/Winter 2016-17 and connects the new look and the new layout with the introduction of menswear. So far, more than 30 menswear brands confirmed their presence at the next edition of Pure London.