26 Jan 2024


The inaugural Pure London x JATC show, the London festival of fashion, taking place from the 11-13th February 2024 at the iconic Olympia London, will welcome record numbers of new brands demonstrating the strength of the UK Fashion market and excitement for the first united show.

Gloria Sandrucci, Pure London Event Director says, “We are incredibly excited to welcome so many new brands, demonstrating the strength and energy of the UK fashion and retail industry and brands’ confidence in the first combined Pure London x JATC show, which marks a huge step forward for London and UK fashion buying. Many of these new faces are small businesses and the team at Pure London x JATC are thrilled to share their expertise and knowledge supporting them on their journey to a successful first show!”

The show’s largest destination Woman will host over 25 new and emerging brands that are joining the Pure London x JATC line-up for the first time. Lithuanian, Onedress compliment their collection of statement dresses with accessories and separates focusing on quality materials and trend-led designs, Bibi Sakalieva luxury collection is feminine with glamorous details specialising in dresses and jumpsuits and Fanni Burus & Co fuse sophistication and versatility to curate pieces that effortlessly blend timeless elegance with contemporary flair. The style driven, Dar-I limited edition collection features interesting cuts and shapes in natural silks and cottons with vivid colours and contrasting accessories. Keko Studio will present a collection of bright dresses and separates with vintage inspired details and unique prints and ISTYLE champion African prints on practical, flattering pieces that don’t compromise on style. Visitors will also discover Gretes handmade sleepwear, loungewear and resortwear ranges dedicated to quiet elegance and Pirate Glam with a collection in luxurious silk styles in an embodiment of endless summer. Caroline Lita will showcase eco conscious luxury womenswear with eye catching prints and an emphasis on British heritage and royalty alongside Bejoy Embroidery experts in embroidery and handmade and embellished dresses from India. Further first-time exhibitors include Rainmakr LDN, Formerly Known As, Lara Mia Sao Paulo, Maharasi, Nthatuoa Crafts, Pink Fleur, Rejoice Bohzo, The Social Club London, Bagaweet, Cutting Line Solutions, LOCLDN, Phil-Glams, Kat & Rose and Courtesane Fashion.

The POP destination will host exciting new brands ZERO2TEN, an emerging contemporary fashion brand designing vibrant collections in-house that defy seasonal constraints and are centered on versatility and inclusivity and Railroad Boutique with a range of fashion and culture inspired apparel that makes a statement.

In Sustainable, the home of environmentally conscious fashion, buyers will discover new female lead, AMILLI showcasing seasonless luxury clothing and Rubisnacks Barcelona a sustainable active fashion brand specialising in the ‘One Bra for All’ collection. Meta Vocus embraces the slow fashion movement by creating fashion pieces that can be worn in multiple ways with designs inspired by original artwork and Nyne Ryke with a bold collection made from organic cotton, recycled and sustainable materials celebrating colour and print, alongside Haveli, Circular Earth and Urban Aran.

The team at Pure London x JATC invited all first-time exhibitors to an educational webinar lead by the Event, International, Marketing and Content Directors with guest presenter Beth Hillier, VIP Retailer from The Aloft Shop. The inspiring session gave brands insightful and practical advice and tips on how to make the most out of the Pure London x JATC trade show from how to style your stand, the importance of providing clear and detailed information to take away, setting expectations for sales, working with agents and distributors and making the most of marketing and content opportunities.

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.  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.

View all Inside Fashion

Partners and Sponsors