Pure London expands further with Pure Kids addition

London’s main fashion tradeshow Pure London is expanding further with the launch of Pure Kid, a new edited curation of kid’s fashion, footwear, accessories and maternity collections. 


Sugarhill Brighton/Pure London


It follows hot on the heels of the event’s announcement that it would add a dedicated sustainability area to the July show with the debut of Pure Conscious.

Organiser Ascential said the new kids’ and maternity section is being launched in response to the fast growth in this sector, and will offer a platform for standalone childrenswear brands. 

The sector will sit alongside womenswear brands that already offer kidswear such as Hatley, 4Funky Flavours, Dekoz and Sugarhill Brighton. 

Event managing director Julie Driscoll said: “The children’s and maternity wear sector is worth $158 billion dollars globally and key trends such as ‘mini-me’ dressing, influential celebrity parents and an ever-increasing number of blogger parents who curate their kids’ Instagram feeds are driving more style-conscious parents looking for childrenswear that chimes with their own personal aesthetic and values.”

She said the new area would also have a place in the July show’s catwalk programme. 

The event currently includes womenswear, menswear, footwear, accessories and young fashion.

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