04 Jan 2024

Pure London x JATC Welcomes Back Crowds of Returning Brands

Pure London x JATC, the London festival of fashion, will welcome the return of a host of retailer’s favourite international brands such as Sugarhill Brighton, Henriette Steffensen, The Fika Edit, Noella, Numph and many more, who have flocked back to Pure London destinations for the first combined show taking place from the 11-13th February 2024 at the iconic Olympia London.

Gloria Sandrucci, Pure London Event Director says, “We are thrilled to welcome back a fantastic collection of returning brands, which is testament to the growing strength and energy of the UK fashion market and demonstrates confidence and excitement for the first combined Pure London x JATC show. Together we are stronger: more brands and more buyers!”

Visitors to Pure London x JATC will discover, Sugarhill Brighton presenting a playful and colourful collection of flattering feel good fashion that captures the spirit of the brand, Louche mixing a contemporary casual aesthetic with signature vintage touches and Harper & Lewis celebrating 90s subculture with authentic garments inspired by vintage pieces with a distinctly cool vibe.

Henriette Steffensen returns with a timeless and year-round collection of soft, calm, and classic colors in styles designed to be mixed and matched, CHALK offers versatile, effortless styling in a neutral colour palette featuring organic cotton, cool linens, and chunky knits and The Kindred Co collection encapsulates effortless luxury with a touch of bohemia. Religion clothing celebrates individuality with a collection of statement pieces.

Visitors looking for ethically minded brands will find, feel good vegan knits from British brand, Cara & The Sky. The beautiful and colourful, knitted pieces are filled with unique twists and playful stitch mixes. The Fika Edit, is synonymous with a slower pace and the range is made to order in the UK and features trend lead pieces in block colours. KOMODO sources the best quality fabrics to ensure complete comfort and effortless style whilst maintaining their dedication to sustainability and sourcing responsibly and slow fashion brand, BIBICO make simple clothes with unique details in natural fabrics produced both ethically and sustainably.

Among the many brands returning to Pure London x JATC this season are several Scandinavian collections with huge appeal to the UK Fashion Market. Nordic powerhouse, Costamani create special pieces of clothing with beautiful and unique prints. Numph sets itself apart with their continuous use of playful and hand-drawn prints, unique details, and a harmonious blend of feminine elements mixed with contemporary trends and in Noella buyers will discover modern and feminine clothes with an edge.

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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