Held in the fashion capital, Pure London x JATC provides an exciting global platform brands and designers to meet with some of the biggest UK and international buyers.

We aim to become the UK’s most inspiring and diverse celebration of fashion, providing the most trusted trends insights, speaking up for sustainability, and offering transformative business opportunities.

Put your brand at the forefront of the global fashion industry and be part of Pure London x JATC's next show at the Olympia London, 14-16 July 2024.

High-calibre visitors

Forge relationships with high-calibre visitors from over 80 countries. With purchase-ready buyers attending from independent boutiques, multiples, department stores and online stores.

An order-writing event

Pure London x JATC is an order-writing event.  40% of our retailers do not attend any other trade shows, and 79% of our visitors have direct purchasing responsibility.

8 key destinations

Pure London x JATC is home to the most sought-after styles. Offering inspiration through eight key destinations. On the ground floor Woman, Sustainable and POP and upstairs in the Grand Gallery: Menswear, Shoes& Accessories, Jewellery, Together and Lifestyle & Beauty. 


of our retailers do not attend any other trade shows


of our visitors have direct purchasing responsibility


of visitors place orders with Pure London x JATC exhibitors

Welcome to the Pure London x JATC fashion trade show marketing video! Are you an exhibitor looking for free marketing opportunities to maximize your brand exposure? Look no further! In this video, we reveal a range of exciting and easy strategies to give you the opportunity to meet your next buyers/ retailers.

Who will you meet?

Each season, we welcome key retailers, buyers, designers and industry professionals through the doors of Pure London x JATC, helping you to get your brand in front of the buyers that matter most to you. Visitors to our past editions include, Liberty, John Lewis, Fenwicks, Harvey Nichols, Selfridges, Wolf & Badger, Yoox, Net-a-Porter, Sub Couture, Sunday Best, The Dressing Room, Mercantile London, Velvet, Pamela Schiffer and many more…

  • It has been a really good and very busy show for us, Monday particularly was amazing!  We love our location right at the front of the show attracting a lot of attention and we have found great new customers

Book a stand 14-16 July 2024

If you’d like to get in touch and explore the exhibitor solutions we have, and get more information about exhibiting, please complete the form below and a member of our team will be in touch with you shortly.

Partners and Sponsors