06 Dec 2023


The first combined Pure London x JATC show, the London festival of fashion, at Olympia London from the 11-13th February 2024, will host an array of new and established Australian brands set to have big impact on the UK market.

Gloria Sandrucci, Pure London Event Director says, “Pure London x JATC is an international showcase, which appeals to brands as far across the world as Australia.  We offer exposure to not only the UK market but on a global scale, reaching a wider audience than many other shows. Pure London x JATC can be a gateway to the European market and offer the opportunity for brands to build relationships with key players in the fashion industry.  Many distributers and agents also attend the show and can support Australian and other international brands, helping them navigate new markets.  We are delighted with the exciting Australian brands already signed up and set to WOW visitors this February and watch this space as more brands join them in the weeks to come!”

In the Sustainable Destination, Sabine Studios strive to change the narrative with a limited quantity and ethically made collection. Sabine embodies the juxtapositions of true style; masculine yet feminine, chic yet laid back, luxurious yet wearable. A brand with a sophisticated ease, whilst still being fashion forward. SOEK creates ethically sourced, fun, practical, high quality and great value sunglasses. Design perfectly balances practicality and comfort with fun and a uniqueness that comes from vibrant colours and chic style.

One of Australia’s most loved womenswear brands, Brave+True has signed up to Pure London x JATC, demonstrating its confidence in the UK market. Combining feminine pieces, striking modern silhouettes, streamlined fabrics and a contemporary colour palette, the brand delivers versatile and classic styles perfect for everyday and every occasion. The Talisman brand combines exclusive prints with hand stitching and embroidery detailing on exquisite fabrics to produce a feminine and lighthearted collection. The Kindred Co is a lifestyle brand known for its sophisticated design and high quality. Apparel and accessories embrace casual, ready-to-wear simplicity with an edge that is suitable for all occasions. Esperence & Co is a cashmere specialist creating an adaptable collection famed for their toppers, a chameleon of the fashion world – this beautiful garment can be worn six different ways.

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 and providing an exciting global platform that attracts visitors from over 85 countries.  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


Notes to Editors

Istanbul Apparel Exporters Association – IHKIB

İHKIB represents the Turkish ready-made clothing and apparel industry and aims to increase sectoral exports to the highest level in terms of quality and quantity. It is one of the most important companies in the sector, accounting for 70% of the total sector exports. İHKİB supports all kinds of trade activities of its thousands of members by adapting to the rapid transformation process experienced all over the world. In line with its goal of making Istanbul a fashion center and Anatolia as a production base, it conducts research and reporting, corporate communication, event, organisation, training activities, consultancy services, projects, fairs, and publication activities. İHKİB protects the interests of the Turkish ready-made clothing industry in national-international platforms and before the government, to support the exports of its member companies.

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 London, and Moda which takes place at Spring Fair and Autumn Fair at the National Exhibition Centre Birmingham.

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