Pure London x JATC to showcase over 300 brands at first joint show

The coming together of the Pure London and Just Around the Corner (JATC) trade shows will see a fresh edit of "destinations", with over 300 brands exhibiting at the first joint event taking place Olympia London on 11-13 February 2024.

The ‘Woman’ destination in Pure London will unite all womenswear in the Grand Hall, featuring collections from both established and up-and-coming designers.

Exhibitors will include George Davies’ brand GWD, La Fee Maraboutee, Humility, Lily and Me, Access, Mirayama, NoushElla and Goose Island.

Pure London Event Director, Gloria Sandrucci, said: "The first Pure London x JATC combined show will be a truly landmark event for the fashion industry.

"Pure London in the Grand Hall will be a fantastic and diverse showcase of everything women’s fashion has to offer and it is set to be the largest destination at the show."

The combined show will house JATC destinations in the Grand Hall Gallery. Buyers will be able to uncover an enlarged ‘Menswear’ destination that spans the full spectrum of subcategories, such as formal, smart, sport, denim, skate, surf, swim, lifestyle to heritage.

Exhibitors will include Marshall Artist, Remus Uomo, Nicce, Ed Hardy, Outerknown, Fila and Sergio Tacchini.

There will also be a ‘Together’ destination, showcasing menswear brands that also have a women’s collection. This destination will be dominated by streetwear and sport styles.

Additionally, the ‘Lifestyle and Beauty’ destination will be home to innovative brands presenting a broad range of product collections including beauty, candles, fragrance, grooming, homeware, skincare and wellness.

Juls Dawson, Creative Director at JATC, said: "JATC has always strived to deliver what buyers truly need and I am proud that the first edition of Pure London x JATC will offer the industry over 300 brands across a variety of destinations creating a streamlined and cohesive experience.

"The launch of Pure London x JATC is an exciting moment for the industry and for everyone on the team.”

Coming under the Pure London umbrella will be the ‘POP’ destination, inspired by pop culture and offering "a diverse selection of alternative, streetwear, gender-fluid collections, vintage labels, festival fits and tech infused pieces".

Other destinations include ‘Footwear and Accessories’, featuring both men’s and women’s styles, as well as ‘Jewellery’.

The show will also see the return of the ‘Sustainable’ destination, "showcasing a carefully curated selection of conscious exhibitors".  Buyers will be able discover sustainable womenswear in the Grand Hall and sustainable menswear, shoes and accessories upstairs in the Gallery. Exhibitors will include Tina Aileen, Feel fit, Noema and Buzz & Luna.

Making things easier for buyers visiting the capital, the Scoop International trade show will also take place on the 11-13 February 2024 at Olympia West.