• Pure London X JATC | 11-13 Feb 2024 | Olympia London
  • Pure London X JATC | 11-13 Feb 2024 | Olympia London

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.


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.


Your Global Platform

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


Inspiring & Diverse

Speaks up for Sustainability


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

  • The first combined Pure London x JATC show, the London festival of fashion, at Olympia London from the 11-13th February 2024, will host an array of new and established Australian brands set to have bi ...
  • In the dynamic landscape of retail, the evolution of self-checkout machines has been remarkable, originally designed for supermarkets but now making significant inroads into the fashion industry. The ...
  • Fashion buyers in the UK (and beyond) can look forward to a more exciting, efficient and inspirational trip to London for AW24 order writing in February as two of the most influential shows in the tra ...

Inside Fashion

Partners and Sponsors