Why Visit
Fashion up-close
Pure London x JATC is the UK's leading fashion trade event held at the iconic Olympia London. Located in the heart of London, the Fashion City, this is where trends are created and celebrated.
Join us for next season's show at Olympia London, 9-11 Feb 2025.
A festival of fashion
Catering to all fashion buying needs, Pure London x JATC features a carefully curated line up of the most coveted and exciting UK and international brands across Womenswear, Menswear, Accessories, Shoes, Sustainable, Jewellery, Beauty and Lifestyle. A true celebration of fashion, our show offers a heaven of inspiration, trusted trends, insightful seminars and transformative business opportunities.
Pure London x JATC's key destinations
POP
A diverse selection of streetwear, genderfluid and tech-infused pieces.
Jewellery
From fine jewellery to statement pieces, find your hidden gems here.
Woman
The UK’s largest womenswear collection with the industry’s most coveted pieces.
Sustainability
Fashion that leads the way in addressing environmental and social impact.
Shoes & Accessories
Featuring men’s and women’s must-have shoes and accessories for every occasion.
What you’ll find at fashion’s go-to show
Iconic brands
Pure London x JATC features a curated line-up of the most exciting UK and International brands.
A seamless experience
We’re here to help you plan your show days, journey and accommodation for the upcoming Pure London x JATC show.
What visitors say about Pure London x JATC
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It’s been brilliant. There’s a good offering of all our usual brands as well as some nice new ones. The show’s been put together very nicely, and it’s been edited in a helpful way. I love the way the shows are all together, three shows in one venue!
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It’s been a good show, and you know it has been a good show when you run out of time! There is a great buzz and vibe to this season. I have found some new brands and seen some brands that haven’t exhibited for a long time back at the show, which has been really positive.
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