18 Oct 2023



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, reveals an inspirational line-up of brands across the newly expanded Woman, POP and Sustainable destinations. Welcoming an increased number of dynamic brands, the announcement has given buyers a first look at the exciting mix of returning and much-loved exhibitors, some of whom have chosen the event as their launch pad to market.

Woman, Pure London x JATC’s largest destination, will welcome new brands Mirayama and Sugarhill Brighton. Mirayama is a London based conscious luxury couture brand that celebrates traditional Indian craftmanship. The collection is characterised by fluid shapes in timeless designs. Advocates for gender fluidity, inclusivity, and trans-seasonality the range explores Boho-chic, Mysticism and Opulence.  Sugarhill Brighton, celebrating their 20th anniversary this year, is renowned for its colourful, vibrant and hand-drawn exclusive prints which adorn dresses, sustainable fabrics and charitable collaborations. 

Buyers will also discover returning favourites GWD by George Davies, La Fee Maraboutee, Lily & Me and Humility. After two successful exhibitions at Pure London in 2023, retail legend and fashion extraordinaire George Davies is elated to be returning for a third time in February to showcase his latest GWD womenswear collection. It is an exciting time for the cutting-edge clothing brand, after great anticipation, the GWD E-commerce site is ready to launch at the end of October. GWD includes Davies’ signature mix of feminine occassionwar and smart-casual attire and features fine embellishments, intricate lace designs and beautiful trims, bold prints and bright colours.

Returning, French ready-to-wear brand, La Fée Maraboutée draws its creativity from nature, travel and mixing cultures.  Feminine styles come in natural and warm colour palettes with complimenting fabrics and textures. Another French favourite, Humility will present a collection of classic pieces with a modern twist.  The signature ‘cool’ vibe is played out by layering denim, knitwear, and premium cottons. British fashion and lifestyle brand Lily & Me creates a collection that is thoughtfully crafted, casual in style and features colourful pieces adorned with joyful prints.  Designs are consciously timeless to last season after season.   

Destination POP is inspired by pop culture and offers a diverse selection of alternative, streetwear, gender-fluid collections, vintage labels, festival ‘fits and tech infused pieces. New to the youthful destination is, Formerly Known As, a gender-neutral brand whose focus is to create ‘classic elevated pieces for everybody and every body.’ Each collection features multi-wearable pieces that build upon the next to create a versatile capsule wardrobe. Also new is Parisienne ready-to-wear brand, Pheme Paris with a collection that highlights lines, graceful shapes and refined details to create elegant and distinctive styles. Returning to POP is Heretic Nine, an independent Shoreditch based brand inspired by global streetwear and subcultures. Concept-led fashion collections inspire self-expression for non-conformists and creative misfits.

Sustainable is set to showcase a carefully curated selection of conscious exhibitors leading the way in addressing their environmental and social impact. Joining the pioneering destination for the first time this season is Isabelle Pennington Edmead, a brand for the conscience with zero wastage and zero guilt.  Giving the old a new life and exploring different textiles and techniques, the collection celebrates prints, with all fabrics sourced ethically and printed in the UK. Also new is Meta Vocus, an activism-focused fashion brand that originated from a desire to raise awareness about complex societal and environmental issues such as the Anthropocene, social inequalities, and the importance of education.  The wearable art collection explores these themes with beautiful painted prints on sustainable scarves. 

Returning favourite, Pink Lemons is a brand all about femininity, colour, organic fabrics and being kind to Mother Nature. Inspired by the Cornish countryside and a natural way of life the collection explores feminine prints on statement dresses and blouses, beautiful knitwear, and practical denim.

Gloria Sandrucci, Pure London Event Director says, “The first Pure London x JATC combined show will boast an expanded Woman destination with many new and returning brands for visitors to discover and when combined with the POP and Sustainable destinations the breath of the womenswear offer is going to be fantastic, diverse, and inspirational.  It is so exciting to be preparing for this first combined show, an amazing step forward for London and UK fashion buying.”

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 and Jewellery and Watch which takes place at Spring Fair and Autumn Fair and the National Exhibition Centre Birmingham.

Emma Hussain



M : 07535807367



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