The latest edition of the UK’s Pure London fashion show will revolve around the theme of «Empowering Change» as the event returns post-pandemic, July 17-19, at Olympia London.


The organizer, Hyve Group, has chosen the «dominant theme» and unveiled «two retail legends» as keynote speakers: department store leadership specialists Ed Burstell and Alan O’Neill.

«In an era when business as usual means going backwards, expecting different results with the same tactics doesn’t make sense. Change is uncomfortable for most, change means risk, but change can also be challenging and in today’s climate it is necessary. The program of editorial content that will be delivered both at Pure London and through its digital channels will be packed with insights, news and trends, all designed to help retailers see change in its most positive form,» Hyve said of this year’s theme.

For his part, in keynote addresses, Burstell will talk about «fashion expansion, growth and rebound.»
«His able leadership of Liberty during his near-decade in department stores accounted for double-digit year-on-year growth,» Hyve said.

O’Neill, Kara’s CEO, has helped Selfridges, Fenwick, Primark, Ann Summers and Harrods «thrive,» and will share his experiences of «supporting these iconic brands to grow their physical store sales.»

«This is an exciting time for the live fashion events industry, there is an optimistic mood around the return to live events and I am looking forward to talking to the UK fashion retail trade at Pure London about changes in the retail sector and customer behavior,» said O’Neill.

Visitors to Pure will also discover a new edition of the floor with five destinations: Womenswear, Footwear, Accessories and Pure Jewel with Design Lab in these areas «showcasing the newest and most innovative collections,» and Pure Origin.

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