Pure London is back

After a two-year hiatus due to the 2020 pandemic, Pure London reopened its doors in July 2022 at Olympia. The fashion industry and its buying community were eager to get back to business and only an impactful, disruptive creative would do. The show theme featured punk-rock grit textures, heart-stopping neons and shadow block text, while a bold comeback mantra was instilled in the marketing campaign.