11 Feb 2024


The inaugural Pure London x JATC show, the London festival of fashion, will open its doors on Sunday 11th February 2024 at the iconic Olympia London. Visitors will discover record numbers of new collections as well as much-loved returning brands demonstrating the excitement for this revolutionary fashion buying event. The increased number of inspirational global fashion brands will feature across eight exciting destinations and include, Emme Marella, Pennyblack, Eleven Loves, Marina C Milano, Lefrik, Breathe, Cara and The Sky, Glamorous, Leo & Ugo, Noema, Rubinsnacks Barcelona, The Social Club, Outerknown, La Fee Maraboutee and many more, alongside an industry leading content programme including inspirational trend presentations, divisive panel discussions, sustainability workshops and the not to be missed Pure London x JATC catwalk show.


The highly anticipated combined show will welcome the return of a host of retailer’s favourite international brands in testament to the strength of the UK fashion market and the unique opportunity the show offers including B.young, ICHI, Fransa, Soaked In Luxury, Saint Tropez, Chalk, King Louie, Louche, Religion clothing, Godske and Brakeburn. Buyers looking for newness won’t be disappointed with the vibrant array of brands joining Pure London x JATC for the first-time including Depeche, Noella, Thomas Sabo, Revolution Now, NEIROMAI, Imisi Collection, Alpe, Sonata, Solar Eclipse, SIBYLLA DELPHICA, Steamery, Esthete Jewelry by M.G., George Horn and Noorel Design.


Gloria Sandrucci, Pure London Event Director says, “The first united Pure London x JATC show is a truly landmark moment for the UK fashion industry, driven by a desire to make buying easier and better for buyers. Our combined team has pulled out all the stops and we have been rewarded with an incredible line-up of both new and returning brands eager to be part of this celebration of fashion. On top of the collections, the team have also delivered a content programme packed with trend insights, transformative business advice and discussions on sustainability. We can’t wait to open the doors this weekend!”


Highlights of the show’s captivating speaker schedule include exclusive AW24 trend presentations from Malaïka Ewande, specialist Trend Forecaster, fashion designer of her own genderless collection and founder of creative consulting bureau, Vesuvius and a styling masterclass with Jill Wanless, celebrated stylist and former editor of Hello! Fashion Monthly, LOOK and Clique. Thomas Wintle, Fashion E-commerce Leader at Tik Tok will take to the stage on Monday afternoon to lead a progressive seminar on, ‘Social Commerce: The Future of Digital Retail’ designed to empower brands to elevate through entertainment and e-commerce using TikTok Shop.


Sustainability will be championed across the entire event with the dedicated Sustainable destination showcasing a carefully curated selection of conscious exhibitors, the Sustainability Hub offering retailers bespoke advice and hosting Olivia Pinnock, fashion journalist, lecturer, sustainable fashion advocate and Sustainability Ambassador for Pure London x JATC leading a series of interactive workshops. On the catwalk, a divisive panel discussion will explore the multifaceted landscape of sustainability in the fashion industry with Jordan Wake, Fashion Sustainability Journalist, Katherine O’Driscoll, Director SP & KO Ltd, Simon Platts, CEO & Founder, Recomme, moderated by Rachel Kim, Founder, Circular Earth.


The must-see Pure London x JATC catwalk show is set to run eight times across the event bringing to life the trends of the new season with key pieces from exhibitors edited and styled on models.  Demonstrating the event’s commitment to fostering emerging talent and supporting the next generation of fashion innovators, Pure London x JATC will continue their partnership with Graduate Fashion Week and former winners will showcase their designs as part of the Pure London x JATC catwalk, alongside the established brands. 


Juls Dawson, JATC Creative Director says, “The inaugural Pure London x JATC show is all about bringing together the best of the fashion industry under one roof at Olympia. We are bringing menswear and beauty back after a long hiatus and in doing so attracting a new demographic to the show. At Pure London x JATC buyers can find all categories, incredible networking opportunities and inspiring content in a cohesive and enjoyable environment.”


Pure London x JATC, The London Festival of Fashion, will take place on the 11th – 13th February 2024 at Olympia London, presenting a curated selection of over 300 brands.  Scoop International will also take place on the 11th-13th February 2024 at Olympia West.


For further information on Pure London x JATC please visit www.purelondon.com.


To join the Pure London X JATC exhibitor line-up please contact Gloria Sandrucci and Juls Dawson




For further press information please contact: Emma Hussain or Philippa Suitters at Good Results

Email: emmah@goodresults.co.uk Tel: 07535 807367

Email: philippas@goodresults.co.uk  Tel: 07866 362980


About Hyve 

Hyve delivers game-changing impact for people, business and beyond. How? By helping people to make the connections that could change everything, through its portfolio of unmissable events and hyper-productive meetings programmes. Hyve is on a mission to redefine everyone's expectations of events and is using cutting-edge technology and data to amplify their transformative potential. Hyve's retail fashion portfolio includes Pure London, Scoop International, Just Around The Corner and Source Fashion which take place twice a year at Olympia and Moda which takes place at Spring Fair and Autumn Fair at the National Exhibition Centre Birmingham.


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