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, 14-16 July 2024.  

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


increase in exhibitors year on year 


key destinations


of our buyers are exclusive to Pure London x JATC 

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.

Discover exhibitors

A seamless experience

We’re here to help you plan your show days, journey and accommodation for the upcoming Pure London x JATC show.

Plan your visit

Inspiring content

From industry trends to incredible catwalk edits, feast your eyes on the content you can expect at the show. 

Seminar Programme

What visitors say about Pure London x JATC

  • 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!
    Anna Lisle
    Buyer at Terracotta
  • 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.
    Sarah Palmer
    N Shelley Billericay

As featured in:

Partners and Sponsors