Pure London at Spring Fair 2027

Pure London, the long-running UK fashion trade show, has joined Spring Fair at the NEC Birmingham to form a combined fashion destination inside the UK's biggest wholesale buying event. Despite the London name, the 2027 edition takes place in Birmingham, where emerging designers and established fashion brands show alongside Spring Fair's home, gift and garden sectors, giving retail buyers a single place to source across categories.

Fashion at Spring Fair

The fashion area is a curated destination with trend-led showcases, immersive experiences and styling that go beyond a standard trade stand layout.

• Emerging designers alongside established names
• Style Atelier & Parlour, hosted by fashion commentator Caryn Franklin MBE
• Trend forecasting and professional styling masterclasses
• Keynote interviews and networking receptions

Who attends

Spring Fair is built for retail buyers: buying directors, independent retailers, founders, department stores and garden centres filling their ranges for the year ahead, meeting wholesale brands and suppliers face to face.

Beyond fashion

The wider Spring Fair covers home, gift, garden, licensing and everyday essentials, with five live content stages. The organiser cites more than 2,000 brands and 38,000+ retailers under one roof.