ABOUT THE FAIR
Pure is one of the UK’s leading fashion trade shows and is recognised as a key platform for trends, innovation, and forward-thinking themes within the global fashion landscape. The name "Pure" symbolises an authentic and unfiltered presentation of fashion – a trade show that not only showcases products but also highlights industry developments, brings creative visions into focus, and tells compelling stories.
Held annually at the renowned National Exhibition Centre (NEC) in Birmingham, the event benefits from a state-of-the-art infrastructure and excellent transport links, providing ideal conditions for a show of this scale.
Pure is organised by Hyve Group PLC, an international event organiser known for producing content-rich and future-oriented exhibitions. More than just a trade fair, Pure offers a holistic experience – defined by high-quality content, carefully curated brand showcases, and a vibrant environment for networking.
With thematic focuses such as Nature-Verse, which connects digital innovation with sustainable fashion awareness, and Empowering Change, which explores industry transformation through the lenses of sustainability, technology and mindset, Pure positions itself as a uniquely relevant and forward-looking fixture in the international fashion calendar.
At its core, the show presents women’s ready-to-wear collections, complemented by young fashion under the "Spirit" label, shoes, accessories, jewellery, gender-fluid fashion, sustainable labels, and exclusive vintage designs. The event layout is structured into modular themed areas – including Woman, Sustainable, Pop, Menswear, Shoes & Accessories, Beauty & Lifestyle, and Together – providing clear orientation and inspiring visitors through distinct content zones.
As a driver of retail innovation, Pure offers not only a wide-ranging product selection but also actionable insights for industry professionals. Daily catwalk shows, staged trend presentations, and an extensive seminar programme on topics such as visual merchandising, retail strategies and styling deliver real added value. Editorial highlights and multisensory experiences like Immersive Encounters invite attendees to explore new dimensions at the intersection of AI, design, and storytelling.
Pure brings together exhibitors from across the fashion spectrum – including apparel and footwear brands, jewellery designers, accessory labels, and providers of sustainable concepts. Its audience consists of buyers, retailers, designers, and trade journalists seeking new collections, relevant market trends, and pioneering ideas.
As a well-established event in the UK’s fashion trade fair landscape, Pure plays a vital role in enhancing the international visibility of the British fashion industry and strengthening connections between creatives, business partners, and media.
Whether as a trend hub, order platform or knowledge forum – Pure is far more than a conventional trade show. With its location at the NEC Birmingham – one of Europe’s most advanced exhibition centres, offering direct access via air, rail and road – it provides the perfect setting for meaningful encounters and future-driven business opportunities.
The Pure will take place on 4 days from Sunday, 07. February to Wednesday, 10. February 2027 in Birmingham.