06 Feb 2024


Pure London x JATC, the UK’s largest festival of fashion, demonstrates their commitment to fostering emerging talent and supporting the next generation of fashion innovators by partnering with Graduate Fashion Foundation for a second consecutive season.

When the first combined Pure London x JATC, show opens at the iconic Olympia London from the 11-13th February, Graduate Fashion Week alumni will join the highly anticipated Pure London x JATC catwalk show. Every season one of the most attended and visual features for visitors is the Catwalk which is set to run eight times across the three-day event. Each show will bring to life the trends of the new season with key pieces from exhibitors edited and styled on models and GFW designs will feature alongside these established brands. The show, which attracts huge crowds of buyers, brands and press offers the designers a unique platform to present their collection to the fashion industry.

Graduate Fashion Foundation is a charitable organisation and an essential part of the fashion industry which acts as a springboard for graduates and an important source of new talent for the global design industry.  Graduate Fashion Week takes places annually and closes each event with a show-stopping Winners’ Catwalk presenting the winning and highly commended graduates’ collections to industry professionals, fashion influencers and trendsetters. 

The former Graduate Fashion Week winners which have been chosen to join the influential Pure London x JATC catwalk are:

  • Leah Holmes, 2020 Graduate from Edinburgh College of Art, The University of Edinburgh
  • Joy Julius, 2021 Graduate from Kingston University
  • Zoe MacCormack, 2022 Graduate from Sheffield Hallam University
  • Adam Gronback, 2023 Graduate from University of Central Lancashire
  • Jogaile Zairyte, 2019 Graduate from University of Portsmouth

In an extension of the Graduate Fashion Week partnership, Megan Doyle, Associate Director of the Graduate Fashion Foundation will host a panel as part of the Pure London x JATC content schedule.  The programme on Tuesday afternoon will focus on advice for those starting their journey in the fashion industry and Megan’s panel of recent graduates and industry leaders will share their experiences and advice on navigating the fashion industry after graduation.

Pure London Event Director, Gloria Sandrucci says, “We are delighted to continue our partnership with Graduate Fashion Week for a second season. It is the perfect collaboration as we are dedicated to supporting and nurturing the talent of today’s young designers, innovators and creatives who will lead the fashion industry in the future. It is a thrill to see former Graduate Fashion Week winners present their collections as part of the Pure London x JATC catwalk and I know that they and the visitors watching will experience something truly exciting.”

Megan Doyle said, “The Graduate Fashion Foundation is thrilled to be part of Pure London x JATC once again. The Graduate Fashion Catwalk Show and Panel Discussion gives students the opportunity to not only learn from industry experts on life after university, but to be inspired by the incredible array of talent that has come through the GFF member universities over the last five years. Pure London x JATC is a keystone event in the fashion industry calendar and we're honoured to continue this partnership in 2024.”

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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