Fashion trade fair Pure London is to launch a new show aimed at the youth fashion industry in February next year.

Pure Spirit will be held at the Earls Court venue in London at the same time as Pure London at Olympia, with shuttle buses linking the two shows every seven minutes.

Organisers said more than 150 brands had already shown strong interest in the new show by signing a priority booking form, including Desigual, Pepe Jeans, Bench and Fornarina.

Pure London is investing GBP1m (US$1.57m) in the events, which take place on 13-15 February 2011.

“The new launch allows us to fulfil the demand from even more brands who wish to take part in a London fashion trade event and will give more focus and identity to the young fashion industry,” said Samantha Bleasby, event director.