From One Generation to the Next — 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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Gisselle | Elegant V-Neck Dress
£200.00 £54.95 Save 73%
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Ariella | Sophisticated Silk Dress
£180.00 £54.95 Save 69%
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Delia - Gradient Off-Shoulder Evening Dress
£260.00 £69.95 Save 73%
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Cecilia | Elegant Split Dress
£200.00 £59.95 Save 70%
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Milly - Elegant Strapless Dress
£190.00 £49.95 Save 74%
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Mckenna | Stunning Flowing Gown
£200.00 £59.95 Save 70%
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Becca | Elegant Maxi Dress
£180.00 £54.95 Save 69%
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Aitana | Exquisite Floral Gown
£220.00 £69.95 Save 68%
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Viara - Paneled Maxi Dress
£240.00 £64.95 Save 73%
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Noemi | Vibrant Maxi Dress
£190.00 £59.95 Save 68%
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Sienna - Asymmetrical Floral Print Maxi Dress for Women
£80.00 £39.95 Save 50%
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Rory | Pleated Evening Gown
£200.00 £64.95 Save 68%
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Blair | Graceful Flowing Dress
£170.00 £59.95 Save 65%
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Phoebe | Fancy Tulle Dress
£170.00 £54.95 Save 68%
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Eirith | Stunning Maxi Dress
£200.00 £54.95 Save 73%
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Shalia - Sultry Halter Pleated Maxi Dress
£264.00 £64.95 Save 75%
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Alva - Elegant V-neck Puff Sleeve Maxi Dress
£231.00 £54.95 Save 76%
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Davina - Pleated Maxi Evening Dress
£200.00 £54.95 Save 73%
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Zoe | Dreamy Maxi Dress
£210.00 £54.95 Save 74%
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Kelsey | Pleated Summer Dress
£200.00 £59.95 Save 70%
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Anna | Elegant Evening Dress
£180.00 £54.95 Save 69%
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Coraline - Long Sheath Circle Dress
£300.00 £79.95 Save 73%
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Cleo | Sleek Slit Gown
£480.00 £129.95 Save 73%
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Loren - Vibrant Puff Sleeve Dress
£210.00 £64.95 Save 69%
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Bernice - Striped Midi Shirt Dress
£200.00 £49.95 Save 75%
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Charlotte | Elegant Lace Dress
£250.00 £69.95 Save 72%
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VICTORIA - Glamorous Tummy Covering Dress
£200.00 £49.95 Save 75%
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Lizbeth | Romantic Flower Dress
£210.00 £54.95 Save 74%