Pure London x JATC to see key brands return in force

The newly combined Pure London x JATC trade show at Olympia London, taking place from 11-13 February 2024, is set to see a whole host of previous brand favourites return to showcase their latest collections.

Sugarhill Brighton, Henriette Steffensen, The Fika Edit, Noella and Numph are among the returning brands confirmed to take a space at what is described as the "London festival of fashion". 

Gloria Sandrucci, Event Director at Pure London, said: "We are thrilled to welcome back a fantastic collection of returning brands, which is testament to the growing strength and energy of the UK fashion market and demonstrates confidence and excitement for the first combined Pure London x JATC show. Together we are stronger: more brands and more buyers.”

Other returning brands include Louche, which mixes a contemporary casual aesthetic with signature vintage touches, and Harper & Lewis, which celebrates 90s subculture.

There will also be CHALK, offering versatile pieces in a neutral colour palette featuring organic cotton, linens, and chunky knits, The Kindred Co, showing a collection with a touch of bohemia, and fashion favourite Religion – with a collection of real statement pieces.

Visitors looking for ethically minded brands will be able to search out "feel good vegan knits" from British brand Cara & The Sky, and original sustainable fashion brand Komodo will also be making a welcome return. Other brands to look out for will be BIBICO, with a focus on unique details and natural fabrics, and Nordic brand Costamani, with its unique prints.

Adding to the attraction of over 300 brands at Pure London x JATC, Scoop International will be bringing another line-up of desirable brands to Olympia West next door – also from 11-13 February 2024.