Moda Gent event becomes part of Pure London's menswear offer

By

Sandra Halliday

Published
Sep 13, 2018

London's biggest fashion tradeshow, has announced that the menswear section of Moda, known as Moda Gent, will relocate to Pure and join the Pure Man line-up for the February 2019 show. 

The earlier sale of Pure London to the ITE Group has created plenty of opportunity for consolidation and realignment and this is clearly one of the outcomes. The company said that it aims to present “a stronger menswear offering in London and continue Pure London’s long-term strategy to create a unified Festival of Fashion delivering collaborative solutions to meet buyers’ needs across all sectors.”

The move makes good commercial sense given the strength of London as a menswear buying destination. Since its launch in 2016 Pure Man has grown fast and now featuring its own entrance, it showcases over 100 menswear brands ranging from formal classics to more on-trend labels, including sportswear and accessories. And the addition of the Moda Gent event should support its ongoing expansion.

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Adam Gough, Head of Menswear at Pure London, said: “With the menswear market projected to grow by 30% to £15 billion by 2021, the re-location of Moda Gent will give buyers more choice and a platform to discover mid-to-high-end menswear brands, emerging designers, trend-led designs, back-to-basics essentials, accessories and footwear all under one roof.” 

Moda Gent Event Director, Silvia Collins added that it has been a success within the main Moda show over the years, “but as the market changes so do the demands of our brands. New business is at the top of everyone’s agenda at the moment and exhibitors have been asking us for an event in London for some time. With Pure Man now part of the ITE portfolio this is finally possible, with the show offering menswear brands access to a fresh audience of both domestic and international buyers.” 

The next Pure London takes place at London Olympia from February 10-12.