Pure London has confirmed a new dateline for their 2016 spring/ summer show which will now take place from July 24-26.

The decision to change the date follows extensive consultation within the industry, surveying brands and buyers earlier in the year around preferred timings and impact on participation. It was found that a slightly earlier date would be beneficial, with brands and buyers expressing a positive response.

Avoiding the European holiday month of August was a key factor and will enable Pure London to attract more international brands and visitors. There will also no longer be a clash with the August bank holiday in Ireland or major tourism events in London.


Julie Driscoll, portfolio director for Pure London at i2i Events Group, comments: “Feedback from buyers and brands alike has been very positive, especially among international and our new menswear brands. We’re excited by the opportunities for growth this new dateline offers.”