Trade show Pure London will be launching a dedicated section for intimate apparel, this year, called Pure Body.
The new area will include directional and designer lingerie, shapewear and swimwear.
It has been designed to complement the 1,000 directional and premium womenswear, young fashion, accessories and footwear brands already on show at Pure London.
Event Director Sarah Lawrence said: "We have launched Pure Body in response to increasing demand from buyers and consumers".
34 percent of existing visitors at Pure London reportedly stated they’d be interested in sourcing lingerie and swimwear products at the show.
Visitors interested in this section will also find dedicated Pure Body seminar content and catwalk focussed scenes on the Pure London stages.
Another addition to the show line-up includes Pure Kids, which will house a colourful array of UK and international directional childrenswear brands.
The next edition of Pure London takes place from 19th – 21st August at Kensington Olympia.
With the Olympics running from 26th July to 12th August, Pure London has strategically planned this new dateline to ensure brands and buyers alike are not travelling to the show during the busy period.