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.


Inspiring & Diverse

Who we are

Pure London x JATC is a trade collective of global fashion designers, brands, buyers, creative minds and industry leading educational seminars. We provide an international platform for hundreds of brands who shape trends and lead the conversation on sustainable fashion.


Your Global Catalogue

At Pure London X JATC, you can explore brands at the forefront of the fashion industry from all over the world. 

View Exhibitors

Buy across 8 fashion destinations

Start your sustainability journey

We've launched The Independent Fashion Retailers Sustainability Toolkit to help both buyers and exhibitors on their journey to becoming more sustainable.  Visit Pure London x JATC and download yours for free!

Download your FREE toolkit

The latest Inside Fashion

  • The first combined Pure London x JATC show, the London festival of fashion, has partnered with the Romanian Contemporary Jewellery Association (FRDVA) to showcase a directional array of Romanian fashi ...
  • The inaugural Pure London x JATC show, the London festival of fashion, taking place from the 11-13th February 2024 at the iconic Olympia London, will welcome record numbers of new brands demonstrating ...
  • It is with heavy hearts that we at Pure London mark the passing of our former esteemed colleague, Louise Young.

Inside Fashion

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