18 Dec 2023


The inaugural combined Pure London x JATC show, the London festival of fashion, at Olympia London from the 11-13th February 2024, has joined forces with ICEX Spain Export and Investment, FEDECON, the Spanish Federation of Clothing Companies and FICE to present a myriad of Spanish fashion brands to the UK market.

Melissa Ramage, International Development Manager at Pure London x JATC said, “I am delighted to be working with these key Spanish associations for another season. FEDECON and FICE are fundamental in helping Spanish designers launch or continue to succeed in the UK Fashion Market and with their support alongside ICEX, we can amplify the impact of Spanish Fashion throughout Pure London x JATC. Associations play a pivotal role in shaping industry standards, advocating for sustainability, and championing diversity and inclusion. By aligning our vision with theirs, we ensure that Pure London x JATC becomes a link where innovation and responsibility converge. The UK Fashion market is actively seeking new international designers and exciting collections every season, and with the funding provided we’re able to ensure our visitors find what they’re looking for!.”

In Woman, the show’s largest destination, visitors will discover SKATIE, inspired by the iconic California-cool vibe creating sustainable fashion that epitomizes the active and laid-back lifestyle. Using exclusively surplus & upcycled fabrics, SKATIE aim to disrupt the wasteful practices of the fashion industry. Rubísnacks will also present a sustainable offer with their active fashion collection that specializes in sporty bra tops that promote movement, comfort, style and joy.

Founded in Barcelona, NKN Nekane has a Bohemian soul, the collection is meticulously hand crafted and features beautiful fabrics combined with intricate trimmings and finishings. Luna Llena’s artisan identity gives the trend lead collection an originality which is explored with the use of natural materials, embroidery, and colour. Returning favourite, Vilagallo will bring a limited-edition collection of wearable pieces featuring their signature vibrant colours, patterns and stunning silks. WEARITBE takes inspiration from vintage garments, mixing colour and fabrics in an original and fun way. Compañía Fantástica is a casual brand featuring garments full of prints. Arty and avant-garde, the brand is original, versatile and fresh. 

In JATC Shoes & Accessories destination, ALPE’s extensive footwear collection combines tradition with innovation. Collections feature iconic Spanish design and style alongside active and kids ranges. Buyers will also find Natural World ecological footwear which combines style with functionality and uses 100% organic raw materials. Innovative brand, Lefrik design high-performance backpacks, bags and accessories from recycled plastic bottles, which are both functional and stylish.

In Jewellery, the show’s largest growing destination, Studio Lia Etoile follows two distinct styles, geometric patterns using acrylic and elegant bead embroidery to create standout earrings, brooches, necklaces, hair accessories, and bracelets and the extensive Sonata collection, which features on trend fashion jewellery.

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 and providing an exciting global platform that attracts visitors from over 85 countries.  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 London, and Moda which takes place at Spring Fair and Autumn Fair at the National Exhibition Centre Birmingham.

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