Gifts Today magazine

Pure London launches Pure Kid

July's festival of fashion continues to expand with the launch of a new edited curation of kids' fashion, footwear, accessories and maternity collections

Launching in July in response to the fast growth in this sector, Pure Kid will offer a platform for stand-alone childrenswear brands. The sector will sit alongside womenswear brands who already offer kidswear such as Hatley, 4Funky Flavours, Dekoz and Sugarhill Brighton.

Julie Driscoll, Managing Director of Pure London says: 'The children’s and maternity wear sector is worth $158 billion dollars globally* and 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.'

The next edition of Pure London and Pure Origin takes place at London Olympia from 22-24 July 2018. For more information visit

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