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Pure London is the UK’s leading fashion trade exhibition incorporating menswear, womenswear, athleisure and childrenswear, run by Ascential Events.  


Having previously worked full time for Ascential, overseeing creative and copy for their retail portfoliio of events, I was brought in as a freelancer to deliver numerous projects including a rebrand for Pure London. 

In a departure from previous, trend-led, WGSN inspired creatives and a TOV to match (from ‘Oriental Futures’ to ‘Space Age’) Pure requested a fresh, simple, vibrant creative and a new tone of voice - a more neutral platform on which they could market the vastly different show sectors. 

I delivered brand and TOV development, creative direction and creation of copy and assets across all channels, offline and online, visitor and exhibitor facing, including brochures, direct mail, digital and print adverts, exhibition signage and beyond.  

A huge part of this and previous projects was working closely with WGSN trends across fashion and homewares, absorbing the future season's directions and using them as inspiration for the retail shows' narrative, messaging and aesthetics. 

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