London trade show Pure will show menswear collections for the first time this season, following increased interest from young fashion brands that carry both men's and women's ranges.
Blood & Glitter, Criminal, De Puta Madre and Italian dancewear brand Deha will debut in this season's Spirit area, which showcases young fashion. Each of the brands will feature its men's ranges alongside womenswear.
Criminal chief executive Reza Dehghani Wright said his strategy was to show men's and women's ranges at what he believed to be the strongest London show. "We have changed our strategy and while Bread & Butter helped us into the big chains, we now want to target domestic boutiques," he said.
Agent Harry Harper, which will show several men's ranges at Pure, including De Puta Madre and La Rocka, said: "I only hope the organiser does a good job of promoting the show to menswear buyers to ensure they make the trip."
Blood & Glitter owner Terry Fraser said his decision to show menswear was about making more of London's shows. "We need a strong London," he said. "It used to have the best shows but that has fallen away now, which is a shame because other countries look to the UK for fashion."
Louise Young, group exhibition director of Emap Communications, which owns Pure and publishes Drapers, said it made sense for Spirit's exhibitors to also showcase some menswear. "This will provide exhibitors with an all-round commercial platform from which to write business," she said.
Pure takes place on August 5-7 at Olympia in London.