19 Jan 2024


The inaugural Pure London x JATC show, the London festival of fashion, will launch an array of brands into the UK market when it opens its doors on the 11-13th February 2024 at the iconic Olympia London. Welcoming an increased number of brands, the announcement has given visitors an insight into some of the new and exciting exhibitors to watch this season.

In Woman, Chillosopy India will launch a collection of elevated essentials featuring minimal patterns, asymmetrical cuts and impeccable hand-woven detailing. Designed to defy trends and seasons, the collection is hand designed and crafted to amplify the artistic process and embody sustainable fashion. Buyers will also discover Urban Aran, an Independent Irish knitwear brand with a collection inspired by the colours and energy of vibrant cityscapes, street art and other urban environments. The contemporary design is blended with the tradition of renowned Aran knitting techniques to create sophisticated pure super soft merino knits. Palak Fashions is famed across South America for importing heavily embroidered, boho chic Indian fashion and will showcase their stunning collection for the first time in the UK, joined by many more new brands including Mirayama, NoushElla, Meta Vocus, Brave and True and Talisman.

Joining the cutting-edge POP destination is Broken Promises, a lifestyle brand from America rooted in the expression of human emotion. The brand includes many exciting collaborations and extends from fashion to accessories, home goods to cosmetics. POP visitors will also discover newcomer, Shoowe a ready to wear occasionwear collection, handcrafted and designed in India with an elegant and sophisticated range of timeless designs that are exquisitely crafted. The inclusive destination will also host new brands Rainmakr LDN, Audrey Hamilton Apparel, the Social Club and Pheme Paris.

In JATC, Revolution Now is a New York menswear brand that transforms the classic sweater into a contemporary staple that blends comfort and elegance. Eschewing bulky cuts and monotonous hues, the range of urban slim fit styles feature innovative patterns in a palette of vibrant, trend-forward colors. Joining the beauty and lifestyle destination, WINDLE LAB is a premium, sustainable and cruelty-free haircare brand that tackles common hair problems with innovative formulas, pure ingredients and fine fragrance blends.

In Footwear & Accessories, visitors will also find Olia Scarves, combining the artistic element of photographs with the unique qualities of fine silk to create luxury scarves that capture the beauty of their Greek heritage and Irish heritage brand George Horn will showcase a luxury collection of hand-sewn gloves. The new brand BrolleyMate aims to reduce consumer waste with ‘Pro-Planet Designer Accessories’.  Stylish and svelte umbrella cases are paired with robust umbrellas and this innovative range will be presented alongside Soek, Pig & Hen and many more new names.

Gloria Sandrucci, Pure London Event Director says, “I am thrilled that so many brands choose Pure London x JATC to launch their collections to the UK.  As the UK’s largest Festival of Fashion, we welcome buyers and visitors from all over the country and abroad and connect them with hundreds of exciting brands. The trend reports, styling sessions and industry leading seminars taking place throughout they event will also be invaluable for a brand taking their collection to the UK.”

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.

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