Spring Dress Collection — Celebrate 25 Years with Up to 80% Off

Celebrating 25 years of Pure London, we're passing the legacy from mother to daughter. To mark the moment, enjoy up to 80% off our most loved pieces — no restocks once they’re gone!

Discounts are automatically applied at checkout

• 10% EXTRA OFF on 2 items
• 15% EXTRA OFF on 3 items
• 20% EXTRA OFF on 4 items

We're selling out way faster than expected! 💞

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Eliza™ - Floral Summer Dress
£175.00 £39.95 Save 77%
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Emilia™ - Halter Ruffle Maxi Dress
£170.00 £44.95 Save 74%
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BAHAMA™ - Cotton Linen Dress
£175.00 £44.95 Save 74%
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ELISE | Elegant Long Dress with Matching Complimentary Cardigan
£167.00 £49.95 Save 70%
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Caroline™ - Elegant Casual Dress
£180.00 £44.95 Save 75%
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Giselle™ - Floral V-Neck Dress
£180.00 £44.95 Save 75%
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TAYLOR™ - Comfortable Tummy Covering Dress
£180.00 £44.95 Save 75%
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NIA™ - Maxi-dress
£175.00 £44.95 Save 74%
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KAREN™ - Elegant Floral Dress
£180.00 £39.95 Save 78%
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Bella™ - Summer Plaid Dress
£175.00 £44.95 Save 74%
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Emie™ - Layered Boho Elegance Dress
£180.00 £44.95 Save 75%
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Daisy™ - Chic Flowy Dress
£175.00 £44.95 Save 74%
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RUBY™ - Enchanting Floral Dress Spring/Summer
£180.00 £39.95 Save 78%
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Daisy™ - Tummy Covering Summer Dress
£175.00 £39.95 Save 77%
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Vicky™ - Casual Elegance Midi Dress
£175.00 £39.95 Save 77%
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Angela™ - Chic Halter Dress
£175.00 £44.95 Save 74%
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MIA™ - BOHO DRESS
£180.00 £44.95 Save 75%
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Elvira™ - Printed Summer Dress
£175.00 £44.95 Save 74%
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Lillian™ - Casual Printed Dress
£185.00 £39.95 Save 78%
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Abigail™ - Comfy Printed Dress
£140.00 £44.95 Save 68%
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Alexa™ - Lace V-Neck Cami Dress
£175.00 £44.95 Save 74%
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Elora™ - Classic Comfort Dress
£175.00 £44.95 Save 74%
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Odette™ - Elegant Plaid Summer Dress
£175.00 £44.95 Save 74%
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LUCY™- Elegant Dress
£180.00 £44.95 Save 75%
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Sabrina™ - Comfortable Boho Dress
£180.00 £39.95 Save 78%
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CAITLYN™ - Sleeveless Maxi Dress
£180.00 £44.95 Save 75%
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Amanda™ - Comfortable Tummy Covering Dress
£165.00 £39.95 Save 76%
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Eloise™ - Casual Printed Dress
£170.00 £44.95 Save 74%