10 Jul 2024



This July Pure London x JATC, the UK’s festival of fashion, will continue their commitment to fostering emerging talent and supporting the next generation of fashion innovators by partnering with Graduate Fashion Foundation.

The show will open its doors at the iconic Olympia Events from the 14-16 July 2024, with Graduate Fashion Week alumni joining the highly anticipated Pure London x JATC catwalk show as well as a showcase within the Grand Hall.

Megan Doyle, Associate Director of the Graduate Fashion Foundation says, "The Graduate Fashion Foundation is so excited to once again partner with Pure London to showcase the work of several recent fashion graduates during the upcoming trade show. Having just wrapped up Graduate Fashion Week 2024, these talented emerging designers are on the cusp of launching into the fashion industry and we can’t think of a better platform to kickstart their careers and showcase their creativity, innovation and technical skills.”

Pure London x JATC, Event Director, Gloria Sandrucci says, “We are delighted to continue our partnership with Graduate Fashion Week this July. We are dedicated to supporting and nurturing the talent of today’s young designers, innovators, and creatives who will lead the fashion industry in the future. It is a thrill to see former Graduate Fashion Week winners present their collections as part of the Pure London x JATC catwalk, and I know that both they and the visitors will experience something truly exciting.”

Graduate Fashion Foundation is a charitable organisation and an essential part of the fashion industry, acting as a springboard for graduates and an important source of new talent for the global design industry.  Graduate Fashion Week takes place annually, closing each event with a show-stopping Winners’ Catwalk to present the winning and highly commended graduates’ collections to industry professionals, fashion influencers and trendsetters. 

This season, the Pure London x JATC Catwalk will bring to life key trends of the upcoming season, sourced by Trendhub by BDA London, with core designs from exhibitors curated into comprehensive looks, providing unparalleled inspiration for visitors. The GFW winners will feature alongside these established brands, attracting crowds of buyers, brands, and media, offering the designers a unique platform to present their collection to the industry.

Among the showstopping collections which have been chosen to join the influential Pure London x JATC Catwalk, taking place three times a day, will be designers:

  • Amelia Perkins, Manchester Fashion Institute at Manchester Metropolitan University
  • Bridget Calthrop, Nottingham Trent University
  • Maya Rhodes, University for the Creative Arts
  • Thea Hunter, De Montfort University

Within the show, there will also be a section featuring additional looks from GFW winners. The designers on display will include:

  • Emily Lanham, Arts University Bournemouth
  • Hannah Bailey, Bath Spa University
  • Jasmyn Lopuszansky, Sheffield Hallam University
  • Shaojing Zhu, University of Derby


Pure London x JATC will take place from the 14th – 16th July 2024 at Olympia Events, showcasing the best in fashion.

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



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