Trade show Pure London announces launch of PURE KID

Pure London, the contemporary men's and women's trade show, has announced its expansion into the childrenswear market with the launch of PURE KID.

The move comes just over a week after rival trade show organiser ITE Events, which owns Moda, Scoop and Jacket Required, announced it was pulling out of the kids market with the closure of Bubble London, which had been running for 10 years.

Pure, which is organised by Ascential Events, said PURE KID would offer a curated platform for standalone kids brands and would sit alongside womenswear brands that also offer kidswear such as Hatley, 4Funky Flavours, Dekoz and Sugarhill Brighton (pictured).

Managing director Julie Driscoll said the kids and maternity wear market was worth $158bn globally, according to Euromonitor, and that PURE KID would be tapping into that and the latest trends in the market, which are driven in particular by social media.

"[...] key trends such as ‘mini-me’ dressing, influential celebrity parents and an ever-increasing number of blogger parents who curate their kids’ Instagram feeds are driving more style conscious parents looking for childrenswear that chimes with their own personal aesthetic and values. We are very excited to add PURE KID to our expanding show and the collections will also be brought to life on our much-loved catwalk shows," Driscoll said.

Pure London began life in the contemporary womenswear space before moving into menswear in 2016. Last season it added its first sourcing show Pure Origin and last week it revealed it would be staging a section dedicated to ethical fashion, called Pure Conscious. The next edition of Pure London will take place at London Olympia from 22-24 July.