22 Apr 2024


Pure London x JATC, the UK’s largest festival of fashion, has revealed its theme, Immersive Encounters, for the July 2024 show. Drawing inspiration from the latest trends curated by the show’s new trend partner, Trendhub by BDA London, Immersive Encounters will set the scene for the event that will bring together two influential shows, leading the fashion agenda.


Jennie Kwan, Head of Creative, New Next Gen Division at Hyve comments, "Immersive Encounters was inspired by Trendhub’s S/S 25 forecasts, echoing Pure London and JATC seamlessly merging into one cohesive experience. Within the season’s trends, Illusory is a key theme, showcasing how AI can craft immersive experiences using seemingly real elements, producing captivating illusions. It is from this concept that we created ‘Immersive Encounters’. We are excited to implement this concept across the show’s creative.”

Immersive Encounters: Step into a space that interrupts your every expectation, and discover a world that gleams with intrigue, and glitches with excitement.  The integration of digitisation and artificial intelligence with our world is continually evolving, and within design, emerging trends featuring glimmering surfaces and soft organic forms infuse our daily lives with playfulness and excitement.  

A vibrant new colour palette of matte pearlescent tones such as peach and soft pink, alongside enduring shades of deep blue and almond, will take centre stage in a dynamic array of graphics and imagery throughout the season's campaign.

Drawing on over 30 years’ experience in trend forecasting, product development and brand strategy, Trendhub by BDA London brings unparalleled expertise to Pure London x JATC. Trendhub’s seasonal forecasts combine BDA London’s extensive insight and consultancy work with a comprehensive understanding of market trends and seasonal dynamics. Trendhub offers tangible and inspiring directions that can be translated across product design, marketing and merchandising.

Terrie Isaac, Head of Creative, BDA London comments, "Trendhub, and the whole BDA London team, are delighted to be teaming up with Pure London x JATC for the July 2024 and February 2025 editions. For over 30 years, we have been focused on translating innovative trends into tangible retail strategies, so we are excited to share our expertise with the visitors and exhibitors at the show."

Immersive Encounters will be brought to life on the Pure London x JATC Catwalk through a curated selection of brands providing retailers with a unique opportunity to discover the colours and styles they'll want to invest in for S/S 25. Visitors and exhibitors can also visit Trendhub’s stand throughout the show for trend advice and forecasting. Additionally, Trendhub will host daily sessions on the Pure London x JATC Catwalk, delving deep into the new trends.

Gloria Sandrucci, Event Director at Pure London says, “I'm thrilled to announce our latest campaign theme, Immersive Encounters, inspired by trends from our new trend partner, Trendhub by BDA London. The theme offers us the chance to embrace creativity, diversity and boldness while perfectly reflecting the industry's trends for S/S 25.  Working with Trendhub will provide an insight into future trends, enabling us to help retailers stay a step ahead, learn about consumer changes, and how they translate into sought-after collections and colours in the coming season.”

Pure London x JATC, will take place on the 14th-16th July 2024 at Olympia London. For further information 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: Kate Stafford or Sharon Good at Good Results

Email: kates@goodresults.co.uk  

Email: sharon@goodresults.co.uk 

Tel: 0203 397 5180

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.


About BDA London
BDA London is a retail consultancy with over 30 years’ experience of trend forecasting, product and brand strategy. Trendhub combines the insight and expertise of BDA London’s dynamic consultancy work with a comprehensive view of the market and the season. Informed and inspirational, we offer commercially viable directions that can be translated across product design, marketing and merchandising. Trendhub publishes digital trendbooks as well as catwalk, trade show and product reporting across Womenswear, Menswear, Kidswear, Active, Home and Macro trends.

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