Why Visit
Fashion up-close
Pure London x JATC is the UK's leading fashion trade event held at the beautiful, iconic and architecturally significant 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 celebration of fashion, Pure London x JATC offers a heaven of inspiration, trusted trends, insightful seminars and transformative business opportunities.
THE DESTINATIONS
What you’ll find at fashion’s go-to show
What visitors say about Pure London x JATC