Pure London x JATC welcomes record numbers of first-time exhibitors
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 celebrate newness, welcoming record numbers of first-time exhibitors demonstrating the strength of the UK Fashion market and excitement for the first united show.
A trade collective of global fashion designers, brands, buyers, creative minds and industry leading educational seminars, the revolutionary fashion buying event, will showcase over 200 first time exhibitors, both new and emerging collections and established fashion brands across eight exciting destinations.
Gloria Sandrucci, Pure London Event Director says, “We are incredibly excited to welcome so many incredible brands both new and returning from all around the world for the first combined Pure London x JATC, demonstrating the strength and energy of the UK fashion and retail industry and brands’ confidence in the show, which marks a huge step forward for London and UK fashion buying. Pure London x JATC are supporting first time exhibitors and providing access to the market with affordable entry packages, sharing expert and insider knowledge on making the most of the trade show and offering one to one mentoring on marketing and on-site opportunities.”
In Woman, Rejoice Bozho, a recent fashion major graduate, designs a visionary luxury street style brand that redefines hiking couture. The first collection was met with storms of approval for its fusion of high-end luxury and street style sensibilities, seamlessly bridging the gap between red carpet glamour and everyday functional wear. Caroline Lita will showcase eco conscious luxury womenswear with eye catching prints and an emphasis on British heritage and royalty alongside Gretes handmade sleepwear, loungewear and resortwear collections dedicated to quiet elegance. Pirate Glam will present an edit of glamorous silk styles in an embodiment of endless summer. Visitors will also discover emerging brands Onedress, Bibi Sakalieva, Formerly Known As, Pink Fleur, The Social Club London, Phil-Glams and many more.
The POP destination will host exciting new brand ZERO2TEN, an emerging contemporary fashion brand designing vibrant collections in-house that defy seasonal constraints and are centered on versatility and inclusivity joined by Railroad Boutique. In Sustainable, the home of environmentally conscious fashion, buyers will discover Rubisnacks Barcelona a sustainable active fashion brand specialising in the ‘One Bra for All’ collection and Nyne Ryke with bold designs made from organic cotton, recycled and sustainable materials celebrating colour and print, alongside Haveli, AMILI, Circular Earth and Urban Aran.
An exciting selection of established brands are also joining the Pure London x JATC line-up for the first time, German fashion powerhouse Mauritus Group will bring 2.0 by Mauritius and Gipsy by Mauritius with innovative textile and leather developments and authentic designs that range from classic vintage to urban style. King Louie will showcase a quirky range of colourful clothing that celebrates prints and individuality, Sugarhill Brighton will present dresses adorned with exclusive hand-drawn conversation prints and embroidery alongside Holiday Trading Co, Nudea, Gym King, Alice Collins, Simply Devine Creations, Marta du Chateaux and more.
In JATC the internationally recognised premium fashion jewellery brand Thomas Sabo joins the line up to present key pieces from its ‘Rebel at Heart’, ‘Sterling Silver’ and ‘Charm Club’ collections. Manchester-based clothing supplier Powerplay Brands will offer a selection of underwear, loungewear, nightwear, swimwear, slippers and socks from a number of notable brands, including Reebok, DKNY, Lee, Wrangler and Ben Sherman. Visitors will also discover Pig & Hen, Religion Clothing and LEVI’S footwear.
In true testament to the success of the event, this season will also see the return of an array of much-loved international exhibitors including multi-brand Danish fashion companies DK Company and Godske who will showcase a multitude of brands from their perspective rosters. CHALK also returns, offering versatile, effortless styling in neutral colour palettes and Henriette Steffensen with their timeless and year-round collection of styles designed to mix and match across the collections. Parisian inspired Leo & Ugo has an un mistakenly Frech vibe, an elegant and feminine collection that focuses on the details of style featuring prints, embroidery, beads and rich colours on exceptional materials. Returning favourites will also include Onjenu, La Fee Maraboutee, Elisa Cavaletti, Nissa, Another Sunday and so many more.
Juls Dawson, Creative Director, JATC says, “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 new and established brands across a variety of destinations creating a streamlined and cohesive experience.”
About Hyve
Hyve delivers game-changing impact for people, business and beyond. How? By helping people to make the connections that could change everything, through its portfolio of unmissable events and hyper-productive meetings programmes. Hyve is on a mission to redefine everyone's expectations of events and is using cutting-edge technology and data to amplify their transformative potential. Hyve's retail fashion portfolio includes Pure London, Scoop International, Just Around The Corner and Source Fashion which take place twice a year at Olympia and Moda which takes place at Spring Fair and Autumn Fair at the National Exhibition Centre Birmingham.
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