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Published
Jun 13, 2019
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Pure appoints event director and event manager

Published
Jun 13, 2019

Pure London has named Gloria Sandrucci as event director, and promoted Melanie Alston to the role of event manager ahead of the trade show’s upcoming edition in July.


Gloria Sandrucci has been appointed as event director of Pure London


Sandrucci was event manager of Pure London until the fashion trade show was sold to ITE Group as part of an event portfolio in 2018. Under ITE’s ownership, she became head of sales, assuming responsibility for the event’s commercial plan.

As event director, she will now oversee all aspects of the event’s performance with a special focus on leading the sales team and managing key stakeholder relationships, according to her LinkedIn page.

“My key objective is to make Pure London the most inspiring fashion platform in the UK by being constantly relevant and innovative and most importantly adaptable to the industry needs while thriving in customer service,” she said in a press release on Thursday.

“I want to excite and inspire our retailers by bringing a fantastic mix of brands supplemented with high quality content from leading industry experts and change-makers.”

Her work will be supported by the show’s newly appointed event manager Melanie Aston. Aston has been head of womenswear at Pure London since 2011, and will work alongside Sandrucci to manage the editing across the show, including Womenswear, Accessories, Footwear, Athleisure, Pure Conscious, Gen Z, Bubble and Pure Man.

She will also collaborate with the production team on catwalk content and head up a team of sales people offering guidance and knowledge on a daily basis.

Melanie Aston commented: “As event manager I aim to develop an offering of new, bellwether brands for each sector and work more closely with key fashion agents and long-standing brands to really understand what they need from a UK trade show. Working at ITE for Pure London is very fast paced, the team travel globally to shows every season and we work 24/7 to source new brands. We never stop. The very best part of my role is seeing how all the hard work has paid off when we go onsite. I am super excited for the doors to open on July 21.”

Commenting on the two appointments, Martin Arnold, fashion portfolio director at ITE Group said: “One of the key objectives to creating a successful business has to be investing in people. Both Gloria and Melanie have, for many years, been passionate about Pure London, the industry, the brands and the buyers, and strive to make every season the best show ever. They work tirelessly to source exciting new designers and brands and offer our visitors a superlative buying experience and we are delighted to promote them for their hard work and dedication.”

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