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Pure London x JATC returns with new theme and whole host of new brands

Katie Ross
06 June 2024

The newly united trade shows will return to Olympia London as Pure London x JATC on 14-16 July, with a new theme and a host of new brands.

The show will host a collective of new brands, some choosing the show as their launch pad and others as a platform to reconnect with the market and find new clients.

Over half (51%) of the first-time exhibitors of the July iteration are womenswear brands and will be shown at Woman, the show’s largest destination.

Abebi is just one of the new brands at Pure London x JATC, and presented its debut collection in February this year, led by creative director Seyitan Atigarin. Its designs draw inspiration from Nigerian cultural elements, paired with avant-garde aesthetics.

Danish premium knitwear brand Americandreams is one of many new faces, along with Nylab Official, which uses only handwoven fabric from a handloom silk brocade to create its garments.

Other brands debuting their designs are Bhanuni by Joti, House of Kind London, AndyAnn, Philever, Gianna Collection, Matteo Duca Design, Preevin, Italian sleepwear brand Favette and kidswear brand Hollyz, who will be presenting their first ever adult collection.

For accessories, visitors will find new brands including Sockers, Marke Tree, Miss Cicconi, OBA Couture, Salisa Scarves, as well as sustainable brand Bohemia, which works in close partnership with grassroots artisans and fair trade organisations in Morocco, India and Turkey.

Gloria Sandrucci, Event Director at Pure London, said: "I am very proud to welcome so many new brands to Pure London x JATC. As London’s Festival of Fashion, we attract buyers and visitors from all over the country and abroad and connect them with hundreds of exciting brands.

"Our trend reports, styling sessions and industry-leading seminars are invaluable resources for a brand launching their collection in the UK. The line-up of new exhibitors this season will certainly impress buyers and visitors and we can expect to see more added to the roster in the weeks ahead."

Juls Dawson, Creative Director at JATC, added: "In the ever-changing landscape of retail, now is more important than ever for buyers to seek out newness and cement relationships with existing brands. Pure London x JATC as always, has so much to offer and should be on every discerning buyer’s calendar this July."

Pure London x JATC will follow the theme of ‘Immersive Encounters’, drawing inspiration from the latest trends curated by the show’s new trend partner, Trendhub by BDA London.

Terrie Isaac, Head of Creative at BDA London, said: "Trendhub, and the whole BDA London team, are delighted to be teaming up with Pure London x JATC for the July 2024 and February 2025 editions. For over 30 years, we have been focused on translating innovative trends into tangible retail strategies, so we are excited to share our expertise with the visitors and exhibitors at the show."

As well as unseen brands, Pure London x JATC welcomes back a host of retailers’ favourite brands including Another Sunday, La Fée Maraboutée, Access and Luel.

For further information, visit the Pure London website.

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