15 Aug 2023



Pure London, the UK’s largest Festival of Fashion, has announced that from February 2024 Just Around The Corner (JATC) will unite with Pure London to create Pure London x JATC, sitting under Hyve’s retail division umbrella.

The first combined show will take place on the 11th – 13th February 2024 at Olympia London and will offer buyers a transformed show with an increased number of inspirational fashion designers and brands.

Creating a milestone fashion buying event for London, the destinations will be edited to unite all Womenswear in the Grand Hall including POP and the new Launchpad area for new womenswear designers, with Women’s and Men’s Accessories and Footwear brands, Men’s Apparel, The “Together zone” (brands showing genderless or dual gender collections), Lifestyle and Beauty brands (beauty, skincare, wellness, grooming, home fragrance, home tech), Watches, Jewellery, Wearable accessories and seasonal gifting, positioned in the Grand Hall Gallery featuring JATC’s signature style and feel.

Gloria Sandrucci, Event Director, Pure London x JATC says, “This is a landmark development in the history of these two fashion shows driven by the vision and desire to make buying easier and better for buyers. Pure London’s mission is to become Europe’s most inspiring and diverse celebration of fashion providing the best edit of brands, the most trusted trends insights, offer transformative business opportunities, while speaking up for sustainability. By uniting with JATC, and with Pure London’s 25-year history, the combined teams can pool their expertise, resources, and network to create the leading fashion trade show experience, meeting the needs of buyers and offering the very best collection of brands under one iconic roof at Olympia London.”

Presenting a curated selection over 300 brands, Pure London x JATC will feature clearly defined sectors to ensure a seamless and cohesive buying experience. The combination of the two shows also enables Hyve Group to offer a platform that spans the needs and budgets of all fashion businesses, from up-and-coming designers showcased in the new Launchpad to branded shell schemes.

Juls Dawson, Creative Director, Pure London x JATC says, “Buyers have been asking for a more streamlined trade show calendar for a long time as happens in most other global fashion capitals and with the exciting developments at Olympia and a shared vision to offer the best buying experience, I am excited to be uniting with Pure London to bring in a new era for our community and create a compelling, inclusive, and unified platform for the industry. For us, this is a truly exciting next step in the journey of JATC and to partner with Hyve and Pure is just what the industry needs.”


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

To join the Pure London exhibitor line-up please contact Gloria Sandrucci – Gloria.Sandrucci@purelondon.com


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 and Jewellery and Watch which takes place at Spring Fair and Autumn Fair and the National Exhibition Centre Birmingham.


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