• Pure London X JATC | 9-11 Feb 2025 | Olympia Events
  • See you next season!

See you next season!

Pure London x JATC July edition has now closed. Register your interest and apply to be part of next season's most talked about fashion event.

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View the Highlights

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This season's highlights

Pure London x JATC Catwalk 

See the latest womenswear, footwear and accessories brought to life on this season’s Catwalk in partnership with Drapers.  

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Graduate Fashion Week

Our Catwalk provides a platform for young designers to shine. Don’t miss the winning collections from Graduate Fashion Week.

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Pure London x JATC Awards

Introducing the Pure London x JATC Awards, a prestigious new initiative designed to honour the outstanding achievements of brands and designers in the fashion industry. 

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Why exhibit

Pure London x JATC provides an exciting global platform for brands and designers to meet with some of the biggest UK and international buyers. Put your brand at the forefront of the global fashion industry at Pure London x JATC!



Why visit?

Bringing buyers and industry leaders together under one roof, Pure London x JATC is a true festival of fashion and a must attend order-writing event. Immerse yourself in on-trend edits for your business’s upcoming seasonal collections.

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The essence of Pure London x JATC

Captivating content

We’re putting together yet another incredible speaker lineup for this season’s show. Watch the space for future-thinkers and disruptors coming to the show.

Explore seminars

Trend-defining catwalk

Maintaining its iconic status The Catwalk showcases an incredible range of new season trends through carefully curated scenes. Prepare to be captivated by cutting-edge looks.

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A trade collective

Showcasing brands and collections from across the fashion industry, Pure London x JATC is the definitive fashion retail hub to build industry relationships, expand your network and discover the edits that will transform your ranges.

Discover exhibitors


of visitors held purchasing responsibility*


Increase in visitors with key job titles (CEO/Owner/Buyer)*


Increase in exhibitors*

*Feb23 VS Feb24

Featured in

Trendhub by BDA London

Trendhub by BDA London creates inspiring and tangible trend forecasts for the fashion and lifestyle industries. Drawing on BDA London’s 30 years of experience in product and brand strategy, Trendhub provides a focused view on future seasons.

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Buy across 8 fashion destinations

Shape your next edit

Who we are

Pure London x JATC is a collective of fashion designers, brands, buyers, creative minds and industry leading educational seminars shaping trends and leading the conversation on global fashion.


  • ‘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. We will definitely be back!’

The future of fashion

Start your sustainability journey with Pure London X JATC. Download the Independent Fashion Retailers Sustainability Toolkit, explore our sustainability sector and more to learn, grow and implement change.

Explore sustainability


Visit the Festival of Fashion

Join us at Pure London x JATC to experience the best of the fashion industry.

Register your interest

No Student Policy

At Pure London x JATC, we continuously review and refine our policies to ensure an optimal experience for all participants. Our decision to decline student participation stems from our priority to provide access to industry professionals and buyers, as this is an order writing event.

The latest Inside Fashion

The Inside Fashion blog of Pure London x JATC. Find all the latest insider trends, industry leading topics and all things fashion here. 
  • Pure London x JATC, the festival of fashion, opened its doors under the sunshine at Olympia Events, to a joyful atmosphere celebrating the new season’s collections. Welcoming retailers from across the ...
  • Hyve Group is excited to announce the return of Pure London x JATC and Source Fashion in February 2025, marking a significant step forward in the evolution of connecting its fashion events and launchi ...
  •     As one of the UK’s largest fashion trade shows, Pure London x JATC naturally brings in an impressive number of visitors each and every season from some of the industry’s most exciting retailers, b ...


Inside Fashion


Can my company exhibit?

If you are interested in exhibiting at the UK's favourite fashion buying event, please see our enquiry page here

Alternatively, you can contact our sales team via the below details: 

T: +44 (0) 203 855 9550 
E: exhibitor@purelondon.com 

What is the price of a stand? 

By registering your interest for more information about exhibiting in 2024, you could be a part of an exciting global platform, putting your brand at the forefront of the global fashion industry. Please complete our application form and a member of our team will be in touch with you shortly.

Who attends Pure London x JATC?

Pure London x JATC is held twice a year and is the UK’s leading trade fashion buying event. Pure London x JATC is only open to registered trade visitors, those looking to start a new business (in the next 12 months) and accredited journalists. It is not open to members of the general public.

What marketing support am I entitled to?

When you buy a stand at Pure London x JATC, marketing support is included in your investment. If you would like to know more, your sales contact will be able to run through marketing and sponsorship opportunities with you. 

How can I contact you? 

If you would like to speak to a member of our team with any queries about exhibiting, please send an email to exhibitor@purelondon.com. Please note that it may take up to three working days to respond to your enquiry due to high volume of requests that we receive from many different events. 

Alternatively, you can call us at +44 (0)203 855 9550. 

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