• Pure London x Jatc | 14-16 July | Olympia London
  • Pure London x Jatc | 14-16 July | Olympia London

Festival of Fashion

Pure London x JATC is the most inspiring and diverse celebration of fashion, providing the most trusted trends insights, speaking up for sustainability, and offering transformative business opportunities.


Why Exhibit

Pure London x JATC is a true celebration of fashion, bringing the world's buyers together under one roof from over 80 countries. With the opportunity to build industry relationships, increase brand visibility and generate leads, Pure London x JATC is the unmissable fashion retail event of the season.


Pure London X JATC Highlights

Guest Speakers

We had an incredible line up of speakers at this season’s show, including renowned Fashion Editor, Rebecca Hill, The FAME Agency founder, Jo Bohling, specialist Trend Forecaster, Malaïka Ewande and many more.

The Catwalk

Maintaining its iconic status, The Catwalk showcased an incredible range of new season trends through a series of carefully curated scenes. From NOUSHELLA, BEAUUT and more, the cutting-edge looks captivated us all.

Industry Insights

From the post-graduation landscape of fashion to this season’s must-haves, our trend updates and panel discussions provided invaluable insight into the current direction of the fashion retail industry.

Inspiring & Diverse

Who we are

Pure London x JATC is a trade collective of global fashion designers, brands, buyers, creative minds and industry leading educational seminars. We provide an international platform for hundreds of brands who shape trends and lead the conversation on sustainable fashion.


Your Global Platform

Exhibit at Pure London x JATC and put your brand at the forefront of the fashion industry.


Buy across 8 fashion destinations

Start your sustainability journey

We've launched The Independent Fashion Retailers Sustainability Toolkit to help both buyers and exhibitors on their journey to becoming more sustainable.  Visit Pure London x JATC and download yours for free!

Download your FREE toolkit

The latest Inside Fashion

  • Founder of PAVEMENT, Janna Walker, joined Pure London x JATC for an insightful Q&A about her interactive retail store on Sunday 11 February 2024. In case you missed it, here are some of the highlights ...
  • The inaugural Pure London x JATC, the London festival of fashion, closed on a high following three highly productive days combining trend-led fashion, inspiring and educational content, global network ...
  • The opening day of the inaugural Pure London x JATC show, the London festival of fashion, welcomed hundreds of retailers from across the UK and internationally including ASOS, Lark London, Jarrolds, P ...

Inside Fashion

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