PUREists are wanderers and adventurers – bohemians more at home under the stars than a roof, free spirits happier expressing themselves in eclectic attire than stifled by the conventions of a suit. So forget your conference wardrobe; forget suited-and-booted; forget everything you thought you knew about industry events.
Let us remind you that Marrakech in September is HOT. We’re expecting 30-plus degree heat, so unpack the slacks and don some breezy harems; ditch the pencil dress in favour of a floaty number; and don’t forget those super-comfy, well-travelled sandals. By day we’ll be lazing in the heady heat and sloshing in the pool over lunch (there’ll be somewhere to get changed, so don’t forget your swimsuit!). By night we’ll transform into bedazzled flower children, wafting through candlelit evenings in a haze of jasmine and champagne.
On Monday evening, channel sophisticated glamour for the opening night party, hosted by Palais Namaskar. On Tuesday evening, incorporate a touch of gold for the PURE Awards Party, hosted by Sofitel Marrakech.
The week will come to a mind-blowing close as we head out into the desert for the PURE Festival on Thursday evening, where exoticism and bohemia collide. The theme is ‘Release Your Desert Spirit’ – think nomad chic by way of billowing capes, draped headscarfs and flowing dresses, complemented with sparkling make-up and layers of clinking jewellery.
This is your chance to go all out – we’re talking glitter and face paint, twirls and tassels, feathers and beads, scarves and capes and wigs anything else you always wanted an opportunity to wear, but couldn’t. Should you find yourself unprepared you can always turn to SOUK, brought to you by Lup31: a treasure trove brimming with the colourful delights of Marrakech handcrafted by local artist Petit Ludovic, as well as fashion and eco-friendly make-up from The Mermaid Cave.