Pure London is launching a new section dedicated to athleisure, called Pure Body. The new zone will make its debut at the next edition of the fashion trade show, which will take place at Olympia London on Feb. 9-11, 2020. Pure Body will complement the existing offering at the trade show, which already included men's, women's and children's wear, footwear and accessories. Alongside athleisure, Pure Body will also showcase nightwear, swimwear, lingerie and hosiery.

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