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Sandra Halliday Published
July 10, 2025
The organisers of leading UK tradeshow Pure London said Monday that they’re demonstrating their “commitment to fostering emerging talent and supporting the next generation of fashion innovators” by partnering with Graduate Fashion Week.

In practice, that means the next edition of the show, which takes place from 16-18 July at Olympia in London, will see 12 winners from Graduate Fashion Week joining the Pure London catwalk show.
The runway is a popular part of the event and the new initiative means the graduate collections will be seen alongside the established and emerging brands exhibiting at the show. That’s crucial given the large number of brand representatives, buyers and press who see the runway shows across the there days of the event.
Graduate Fashion Foundation is a charitable organisation that acts as a springboard for graduates and an important source of new talent for the industry. Its fashion week was held in June and included a Winners’ Catwalk that showcased the winning and highly commended graduates’ collections.
Among the 12 collections that have been chosen to join the Pure London catwalk, taking place three times a day, will be a number of winners from universities around the UK. They include Erika Roznyte, winner from Bath Spa University; Lucy James, winner from Arts University Bournemouth; Phoebe Potter, the Highly Commended student of the Edinburgh College of Art catwalk; and Rachel Hunt-Pearce, winner of the Birmingham City University catwalk.
Pure London Event Director Gloria Sandrucci said: “Graduate Fashion Week are natural partners for Pure London. We believe it is essential to promote and nurture the talents of today’s young design innovators, so that tomorrow’s creative industries can continue to play a major role in the economy of the UK and the rest of the world.”