Pure London runs on 7-10 February 2027 at NEC Birmingham. It is for fashion buyers from independent boutiques, department stores and online retailers, UK and international.
Photos of Pure London
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Images: Pure London.
- How often
- Every year
- Dates
- 7–10 February 2027
- Where
- NEC Birmingham
Official show website (opens in a new tab) purelondon.com
At Pure London you can see womenswear, shoes, accessories and jewellery collections at a fashion trade buying event now held with Spring Fair at NEC Birmingham. The show, which now trades as Pure London x JATC, is run by Hyve Group and dates its history to 1997. It has moved from London to join Spring Fair, where the organiser says the two will form a combined fashion destination for retail buyers.
Visiting Pure London
- Opening hours
- Sun 7 Feb 09:00 to 18:00; Mon 8 Feb 09:00 to 18:00; Tue 9 Feb 09:00 to 18:00; Wed 10 Feb 09:00 to 16:00
- Admission and tickets
- Free tickets for retail buyers and industry professionals (Spring Fair website)
- Audience
- Fashion buyers from independent boutiques, department stores and online retailers, UK and international
- Running alongside
- Spring Fair
- Sector
- Textiles & fashion
Details from the organiser (source: purelondon.com, checked 15 November 2026).
Edition history
| Edition | Dates | Venue |
|---|---|---|
| 2027 | 7-10 February 2027 | NEC Birmingham (at Spring Fair) |
Sources: purelondon.com.
Where Pure London takes place
Map loads here.
Pendigo Way, Marston Green, Birmingham B40 1NT
View a larger map (opens OpenStreetMap in a new tab) Get directions (opens OpenStreetMap in a new tab)
