22 Jan 2024

Pure London x JATC Attracts a Myriad of Danish Collections

A varied array of Danish brands will join the incredible line-up of exciting international fashion talent that will showcase their latest collections when Pure London x JATC, the London festival of fashion, opens its doors on the 11-13th February 2024 for their first combined show at the iconic Olympia London.

Multi-brand Danish fashion powerhouses DK Company and Godske will showcase a multitude of brands from their perspective rosters in testament to the growing strength and energy of the UK fashion market and demonstrating a confidence and excitement for the first combined Pure London x JATC show. Joining the line-up from DK Company are b.young, a brand that celebrates individuality with a collection of warm hues, inviting textures, lively patterns and unique accessories. Sales Director at B.young Kim Kristensen says, “Participating strategically at Pure London X JATC, b.young showcases its latest collections and signals a keen interest in the UK market. B.young views the event as a platform to forge connections, align with industry trends, and explore opportunities for growth, emphasising its commitment to contemporary fashion and the promising UK market.”

Also impressing buyers will be, ICHI showcasing an all-encompassing collection of trend-led pieces that are effortlessly cool practical and versatile and Fransa with a vibrant and feminine fashion range with a strong focus on seasonal prints and new colours. Dynamic fashion brand, Saint Tropez, create versatile collections for every occasion with a touch of femininity and an element of casual cool that reflects the latest fashion trends. Soaked In Luxury is a Copenhagen based label with a conscious approach for urban, chic women who want sophisticated fashion. The aesthetic is feminine and vibrant with a love for glamour yet grounded by tailored silhouettes. Commenting on the first Pure London x JATC combined show, Jam agency Director (St Tropez & Soaked in luxury) Kally Shukla says, “Finally, we have the event everyone in the industry has been crying out for. JATC and Pure London united and Scoop all under one roof in London for 3 days. It’s been a tough situation since the pandemic, with shows being held at different times in different locations and having to choose which location is the best option for your brand mix and customer. Now we are excited to be exhibiting at Pure London X JATC with all our key brands and showing the retailers what a great fashion industry event is all about. Roll on February!”

Fashion House Godske are also set to WOW buyers with their collection of dynamic brands. GODKSE is a sophisticated yet elegant brand full of practical pieces to fit every occasion. NOEN presents a Nordic contemporary timeless collection for women who seek a versatile wardrobe with no expiration date and will show alongside Gomaye with a range that bridges the gap between Danish traditional design and international fashion by creating classics with a modern twist. Molly Jo designs a colourful collection of dresses and separates that flatter and promote confidence.

Robell are trouser specialists and will present a varied collection in fashionable colours, prints, and patterns in all styles of jeans and trousers. Frandsen outerwear is timeless with refreshing details and stylish designs and complimented by inclusive outerwear specialists Normann. Mature fashion brand SUNDAY design a wardrobe of essentials with a relaxed style and emphasis on comfort and will showcase alongside Habella, also for the mature woman with a sophisticated style that nods to trends and Tia with a chic yet classic collection. I'cona is a casual-luxe clothing range offering stylish designs, cosy fabrics and a high-quality finish. Commenting on the upcoming event, Godske Group says, “We are exhibiting at Pure London as we have done for many years as it is a trade show that can generate brand awareness to new clothing retailers.  It is also a unique opportunity to find out first-hand what our established customers want and need in terms of the brand itself and how we operate with them.”

Joining the spotlight on Danish brands will be Costamani with a range that celebrates unique prints and playful details that adorn nearly every piece of the collection and My Soul with a collection of tonal pieces that play with shape and uniformity. Noella champions Scandinavian design whilst interpreting the latest trends to create a range loved by fashionistas. Visitors will also discover, Numph characterised by a continuous use of colorful, hand-drawn prints, unique details and a harmonious mix of feminine elements combined with modern trends. Depeche are dedicated to discreet luxury with high quality fashion featuring explicit details in styles ranging from classic and retro, casual or sporty with a twist of street.

Gloria Sandrucci, Pure London Event Director says, “Pure London x JATC is a truly international show, and this season we are seeing a range of Danish brands keen to target the UK customer and there is no better trade show or platform than Pure London x JATC to do this.  It is great to see such well known fashion companies such as DK Company and Godske bringing multiple brands and it demonstrates confidence in the UK fashion market as well as an excitement for the first combined Pure London x JATC show.”

Pure London x JATC, The London Festival of Fashion, will take place on the 11th – 13th February 2024 at Olympia London, prhigh-quality finishlection 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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