Why Visit
Fashion up-close
Pure London x JATC is the UK's leading fashion trade event held at the beautiful, iconic and architecturally significant Olympia London. Located in the heart of London, the Fashion City, this is where trends are created and celebrated.
Join us for next season's show at Olympia London, 14-16 July 2024.
A festival of fashion
Catering to all fashion buying needs, Pure London x JATC features a carefully curated line up of the most coveted and exciting UK and international brands across womenswear, menswear, accessories, shoes, sustainability, jewellery, beauty and lifestyle. A celebration of fashion, Pure London x JATC offers a heaven of inspiration, trusted trends, insightful seminars and transformative business opportunities.
THE DESTINATIONS
POP
A diverse selection of streetwear, genderfluid and tech-infused pieces.
Jewellery
From fine jewellery to statement pieces, find your hidden gems here.
Woman
The UK’s largest womenswear collection with the industry’s most coveted pieces.
Sustainability
Fashion that leads the way in addressing environmental and social impact.
Shoes & Accessories
Featuring men’s and women’s must-have shoes and accessories for every occasion.
Together
A zone all about brands who brings both men and womenswear together.
Menswear
Menswear is returning! Bringing you formal, smart, sport and heritage collections.
Lifestyle and Beauty
Our Lifestyle and Beauty products are a natural extension for your fashion collections.
What you’ll find at fashion’s go-to show
Iconic brands
Pure London x JATC features a curated line-up of the most exciting UK and International brands.
A seamless experience
We’re here to help you plan your show days, journey and accommodation for the upcoming Pure London x JATC show.
What visitors say about Pure London x JATC
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It has been really good to connect with people and, as an online brand, to show our faces. It’s been great to see all the new emerging talent [and] see lots of European brands here. The catwalk show was amazing, so much thought had gone into it from the high-quality outfits. We will definitely be back!
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It was especially interesting to see sustainability so prevalent throughout the show, especially repurposing and second-hand use. It inspires us to think about how we can bring sustainability to our store.
Brands you’ll meet
Each season, we showcase key brands and products at Pure London x JATC, helping you to uncover the latest collections and pieces that matter most to your business. We’ve welcomed exhibitors like Harper & Lewis, Ichi, Grace & Mila, WindleLab, Nova of London, Levis and many more to our past editions.
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