Pure London, which will take place from August 19-21, will accommodate top childrenswear labels in the Spirit Young Fashion Hall for the first time this year with Pure Junior, offering buyers the opportunity to discover trends among leading kidswear brands. Event Director Sarah Larence explained that research has shown that visitors have either already expanded their segments towards younger fashion or are interested in doing so. Yumi Girls, Uttam Kids and Pepe Jeans London Kids are among the brands that will exhibit in the newly created area and ethically oriented buyers will also be satisfied, as Kite Kids will present their spring/summer 2013 collection as well. All of the brands distinguish their younger lines by employing playful details and bright colors while maintaining their high quality standards and style.