Pure London x JATC is the UK's leading fashion trade event held at the beautiful, iconic and architecturally significant Olympia London. Held in the heart of London - known as the Fashion City for a reason, it’s where fashion is born and celebrated.

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, jewellery, beauty and lifestyle. A celebration of fashion, we offer a heaven of inspiration, insightful seminars and trends information.

Visit us for our eclectic Autumn/Winter edition as we return to the Olympia London, 11-13 February 2024.

Our Mission…

is to become the UK’s most inspiring and diverse celebration of fashion, providing the most trusted trends insights, speaking up for sustainability, and offering transformative business opportunities.

Register interest



Exhibitor List

Pure London x JATC features a curated line-up of the most exciting UK and International brands.

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Seminar Programme

Check out the seminars and speakers attending Pure London x JATC 2024.

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Plan Your Visit

Arrange your days, journey and accomodation for the upcoming iteration of Pure London x JATC.

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Partners and Sponsors