Pure London releases full content programme

By

Nigel TAYLOR

Published
Jul 12, 2022

Just days before UK trade fashion buying event Pure London opens its doors at Olympia London (17-19 July), organiser Hyve has released its full content programme.

One of the highlights will be a session with TV fashion stylist Mark Heyes who will take to the stage with stylist Lynne McKenna. On Sunday at 1.30pm the pair will deliver expert advice on “catering for the core indie consumer; exploring tips, trends and building confidence when selling to your customers, with a focus on the 45+ woman”.
 
Heyes is one of the best-known faces on television talking fashion and style. He said: “As stylists we’ve dedicated our lives to helping real women and their wellbeing through fashion. With the help of age-appropriate models, and outfits from the exhibitors, we’ll be sharing some of our top styling tips. 

“The 45+ woman currently feels forgotten, yet they have money to spend, but want to spend it where they feel confident and appreciated. 71% of customers shopping at independent fashion retailers are female and aged 45+. And it’s the one-on-one approach to their customers that’s not only unique but keeps them coming back.” 
 
Other staged events included ‘How to Thrive in the Face of Overwhelm’, a session with Roo Davies, Founder of The Mojo Coach (Sunday), Juan Pablo and Fernanda Chirinos from Incalpaca take to the stage for Sustainable by Nature (Monday).
 
Following the keynote ‘In Conversation With’ model and activist Arizona Muse and author Dana Thomas, a panel of experts will talk about vegan fashion and whether it’s here to stay. They include Rachel Kan of Circular Earth, Annick Ireland of Immaculate Vegan, Emily Gordon-Smith of Stylus, and Marilyn Martinez of Ellen McArthur Foundation.
 
Pure London’s full content programme also includes regular daily catwalk shows, trend presentations by partner Promostyl, and keynote talks from Ed Burstell, and Alan O’Neill. All of this will be available on the show’s website.