Pure London adds pop culture area for July show

Pure London’s 16-18 July show at Olympia will include a new destination, dubbed POP, that’s been “inspired by pop culture”. Sitting alongside the event’s existing Sustainable, Womenswear, Shoes, Accessories and Jewellery destinations, the organiser said it “invites visitors to engage with the next generation, offering a diverse selection of streetwear, alternative, gender-neutral collections, vintage labels, festival ‘fits and tech infused pieces. Driven by inclusivity, innovation and diversity, POP will be home to creative, fun, cultured and environmentally tuned-in collections”.

It’s a very clear indication of the influences that are affecting modern fashion as streetwear, vintage, non-gendered, and inclusivity-focused pieces come together as the driving force of much of what consumers buy, especially the youth market.

Labels showing at the event in the new section will include Southern Californian brand Blue B (described as a “mix of young contemporary, western, boho, trendy, not-so-basic, timeless classic inspirations, and styles”).

Global brand Glamorous will be on show with collections inspired by social media, pop culture and influencer style. The brand has new styles added on a daily basis. 

Meanwhile, home-grown Nova of London returns to Pure London this summer with an extensive fashion-led collection. The range includes dresses, separates and outerwear. 

There’s also American Love Classic’s offbeat socks designs; Wildflower’s “finished accessories and fun-filled DIY supplies, kits, and tutorials to customise and style existing wardrobes”; and Musimi’s youthful fashion, shoes and accessories “with an individual take on occasionwear and a love for texture and embellishment”.   

Other labels on show will include Saint Genie, Goddiva City Goddess, QED London, Before Dawn Curve, Lace & Beads, Lusty Chic, Kuroba, AAA Merchandise and more.

The POP section is headed by Carole Hunter, who said it “sits at the cutting edge of fashion and is defined by inclusivity, energy, character, and creativity. It explores new technologies and innovations”.