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.

Join us for next season's show at Olympia London, 14-16 July 2024. 

Festival of fashion

Pure London x JATC is the most inspiring and diverse celebration of fashion, providing the most trusted trends insights, speaking up for sustainability, and offering transformative business opportunities.




Exhibitor List

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

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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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Seminar Programme

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

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Partners and Sponsors