• Pure London X JATC | 14-16 July 2024 | Olympia Events
  • 3 Weeks to go!

Festival of Fashion

Are you ready to showcase your collection at the UK’s largest fashion trade show? Eager to purchase on-trend collections from both established and emerging designers?

Join us on 14-16 July 2024

The countdown is on.... register today!


Buyers   Exhibitors

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.

 LEARN MORE   Register now


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!



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.

Learn more

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.

Find out more

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.

Free Ticket

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

  • Pure London x JATC, taking place at Olympia Events from 14th to 16th July 2024, will see the return of the dedicated Sustainable destination. Buyers will discover a carefully curated selection of new ...
  • Pure London x JATC, the Festival of Fashion, will open its doors next month from 14 – 16 July 2024 at Olympia Events, showcasing a stunning variety of jewellery, from fashion and statement pieces to s ...
  •  In the ever-evolving and competitive world of fashion retail, maintaining strong relationships with suppliers is not just beneficial; it’s essential. Here's how. 


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. 

Partners and Sponsors