Moda x Pure, the Fashion destination exclusive to Spring Fair, debuted on Sunday with a host of buyers from across the UK including Agatha Boutique, Anne Furbank, Amelie, Angi Lou Boutique, John Lewis, M&S, TJX, A Little Bird, Baldwins Department Stores, Elphicks, The House of Bruar, Alligator Pear, Mercado, Rutherfords, The Style Attic, Pea & Mint, JJ Fashions, The Jewellery Box, H.Samuel and many more.
Bringing together an exciting showcase of new and returning brands across Womenswear, Clothing & Footwear, Fashion Accessories and Jewellery & Watch collections, the show’s doors opened with a buzz of excitement for the season ahead.
Buyers and exhibitors commented on the vibrant atmosphere on the opening day of the show whilst exhibitors were upbeat about the high footfall and calibre of visitors.
I really enjoyed the show and picked up a few new jewellery brands which sit perfectly alongside my existing brands. The show has something for everyone, and there are some great new brands showcasing their products. I left feeling inspired and am looking forward to getting some exciting new accessories and gifts instore.’ Sharon McIlroy, Amelie, Berkhamsted.
“This is a really important event in our buying calendar because of the wide range of brands in comparison to other trade shows, like in London. We’re looking forward to finding lots of newness and new suppliers in the show.” Priya Aurora-Crowe, Lark London
Exhibitors commented…
“The show is going really well; Moda x Pure has a great footfall. We’ve seen a lot of repeat customers already, focusing on trends but also homing in on their customer preferences.” Tiago Silva, Head of E-commerce & Marketing at Yumi.
Speaking on Tuesday, Karen Caroll at South Beach commented; “We’ve not stopped all morning. We’ve taken quite a few orders and had a lot of interest, including some new customers and follow ups to do when were back in the office. Having everything under one roof is much better for us, we’ve got more customers in this one show, and it allows us to spend less time between shows. Being in Birmingham is more accessible and central.”
“The start of the show has been really encouraging, we’ve had a real mix of customers and some good orders. Moda x Pure merging is a good thing for us, seeing new customers and allowing everything to be in one place allows us to spend less time trying to split our efforts, and focus here at Spring Fair – this is more accessible for both exhibitors and buyers.” Jay Chawla, Nova of London.
“It’s our first time out of the US and we’ve chosen Moda x Pure to launch. We’re here in the UK with our collections now, as it’s the right location and the right time – it’s the start of our launch into Europe. So far, so good, we’ve had lots of interest, our dresses are quite different to anything else here, our Californian vibe stands out.” Victora Taylor, TRIXXI Clothing.
Crowds gathered at The Inspiring Retail Stage, eagerly anticipating the first preview of the Moda x Pure Catwalk. The Pure Edit showcased standout collections from Angeleye, City Goddess/Goddiva, Trixxi, and AX Paris, each embracing this season’s theme, A Modern Love Story.
AX Paris dazzled with a vibrant collection of colourful, patterned minis and bold hues, while Trixxi captivated with romantic florals and delicate prints. Angeleye’s flowing floral maxi dresses and City Goddess/Goddiva’s elegant evening gowns in refreshing lemon and mint—adorned with soft ruffles—added a touch of sophistication.
Throughout the Catwalk, coordinated prints, fine knits, crochet, and vintage-inspired florals were key trends, with brands such as Goose Island, Saloos, Mudflower, Lighthouse Clothing, Europa, Genet Collection, Mafi Mafi, and Kazi Kreative embracing these timeless styles. Classic Breton stripes, stylish raincoats, and effortlessly chic linen pieces further enriched the edit.
The show concluded with striking collections from Graduate Fashion Week designers Rosie Brown, Shaunah Ivers, and Eli Hijink, leaving a lasting impression on the audience and setting the tone for the season ahead.
Moda x Pure’s Jewellery and Watch offering is the perfect place to discover unique, fine and fashionable jewellery pieces. With fashion stores buying more higher end jewellery and jewellers looking to diversify their offering, many exhibitors have been noticing a drive in footfall, orders and leads so far.
Lucy Lee, Founder at Scream Pretty comments, “We’ve seen a wide range of buyers from small independents to well-known gift shops. The likes of Longleat Safari Park, to department stores, and piercing studios and tattoo parlours, a real mix which is great for us Scream Pretty’s Curated Ear concept works in traditional fashion boutiques or gift shops as well as the more unique locations. Moda x Pure offers different buyers, that’s why we come here – fresh faces and new orders.”
Soraya Gadelrab, Event Director at Spring Fair, says: “The energy at Moda x Pure has been fantastic, with buyers and exhibitors embracing the fresh new format and dynamic mix of brands. Seeing such a strong turnout and positive feedback from both buyers and exhibitors reinforces the importance of this platform in bringing together the fashion industry.”
Moda x Pure will take place at Spring Fair 2025 until 5th February 2025 at Birmingham NEC. For more information, visit www.springfair.com/moda-fashion
