16 May 2024


Pure London x JATC, the festival of fashion, will return as a combined show for the second season, from 14th-16th July 2024 at the iconic, Olympia London. Following the success of the February’s initial collaboration, Pure London x JATC promises to present another exciting line up of collections, including an array of French brands ready to make a substantial mark on the UK market.

Gloria Sandrucci, Pure London Event Director, said, 'We are thrilled to see so such a diverse array of French brands showing with us this season. Eager to capture the attention of the UK market, Pure London x JATC offers a platform for brands looking to expand their reach. We are excited to highlight the captivating French brands already confirmed and look forward to welcoming more in the coming weeks!’

Within the Woman’s destination, Humility presents an effortless collection characterised by clean, structured lines that exude modern femininity. With a focus on a natural colour palette, standout pieces range from the versatile Riu trousers to the chic apron dress and the snug curly sweater. Drawing inspiration from the art of tailoring and chunky knitwear, Humility epitomises effortless elegance.

Returning to the show, La Fee Maraboutee, is a French ready-to-wear brand inspired by travel; blending cultures and warm colourful tones. Their eclectic collection features generously proportioned pieces crafted with meticulous attention to detail. At the heart of their offerings lies the essential dress, a staple in every woman's wardrobe.

Also not to be missed within the Woman’s Destination, Parisian knitwear specialists Leo & Ugo will present their contemporary collection of jumpers and cardigans, capturing the essence of Parisian charm. The collection focuses on the details of style including prints, embroidery, beads and rich colours on exceptional materials.

Terre Rouge, will offer a range of exquisite shirts, dresses, and skirts. Designed in France and crafted in India, Nepal, and Madagascar, each garment draws inspiration from these locales, reflecting their unique cultural influences. Designed for a warm., happy, casual, chic and relaxing summer, the collection offers a feel-good wardrobe, cool bags and pretty accessories.  

Olivier Richard, Managing Director of Terre Rouge commented, ‘Pure London has been a key trade show for Terre Rouge for many years and we are delighted to participate at the July edition at Olympia London. We always take lots of orders from buyers and retails, and look forward to showing them our new SS25 collection.’

French brand Chico Soleil specialises in ready to wear high summer clothing and accessories which are as comfortable to wear at the beach as they are in the city. With bohemian and ethnic inspirations at the heart of the collections they have developed a brand using trusted suppliers from India and elsewhere.

Embracing sustainability and fair-trade principles, Zen Ethic’s collection boasts beautiful natural fabrics in a variety of styles and vibrant colours. Exclusive designs and prints created in Paris are then handcrafted in India through ethical trade practices.

Within POP destination FP & Co, will be showcasing stylish and affordable clothing suitable for all occasions. From elegant evening wear dresses adorned with intricate appliqué and embellishments to chic off-the-shoulder designs, feather details and striking patterns, the brand is perfect for special occasions.

Pure London x JATC, will take place on the 14th-16th July 2024 at Olympia London. For further information please visit www.purelondon.com

For further press information please contact: Kate Stafford or Sharon Good at Good Results

Email: kates@goodresults.co.uk  Email: sharong@goodresults.co.uk

Tel:   0203 397 5180

To join the Pure London X JATC exhibitor line-up please contact Gloria Sandrucci and Juls Dawson




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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