Pure London x JATC will offer buyers an increased number of inspirational brands across eight exciting destinations
The inaugural combined Pure London x JATC show, The London Festival of Fashion, will take place on the 11th – 13th February 2024 at the iconic, Olympia London.
A trade collective of global fashion designers, brands, buyers, creative minds and industry leading educational seminars, the revolutionary fashion buying event, will offer buyers an increased number of inspirational brands across eight exciting destinations.
The show’s largest destination, Woman in Pure London, will unite all womenswear in the Grand Hall and feature collections from both new and emerging talent and established brands in the fashion industry. Buyers will discover a fantastic selection of styles from athleisure, street and everyday basics to luxury, heritage, occasionwear and timeless classics to lingerie and resort. Exhibitors will include Godske, b.young, ICHI, Saint Tropez, Fransa, Kaffe, Numph, Depeche, Costamani, Access, GWD, King Louie, Leo & Ugo, WEARITBE, and NoushElla.
WEARITBE
The youthful and creative sector, POP is inspired by pop culture and offers a diverse selection of alternative, streetwear, gender-fluid collections, vintage labels, festival ‘fits and tech infused pieces. Delighting buyers will be brands such as Nova of London, Girl In Mind, RAINMAKR LONDON, The Social Club, Glamorous, Rejoice Bozho, Punkyfish London and Phème Paris.
The Sustainable destination returns in both Pure London and JATC, showcasing a carefully curated selection of conscious exhibitors leading the way in addressing their environmental and social impact. This inspiring destination uses the United Nations Sustainable Development Goals (SDGs) to assess the impact of all exhibitors, who must demonstrate that they are tackling specific key issues to exhibit within the destination. Exhibitors will include Komodo, Tina Aileen, Humanity Centered Designs, Bibico, Pink Lemons, The Fika Edit, Soek, Outerknown Komodo and Peachaus.
Outerknown
In JATC, Footwear and Accessories will feature mens and womens must-have shoes and accessories for every occasion and will showcase Dagny D, Ibex England, Lefrik, Nina Atelier, Alex Max, Fonem, Nescarf, Reebok, DKNY, Lee, Wrangler, Ben Sherman, Australia Luxe Collection and Merry People. Visitors will also find Inspecs showcasing O’Neill, CAT, Superdry, Radley and Bontaniq.
The all-encompassing Jewellery sector is the show’s largest growth destination and will showcase fashion jewellery and statement pieces to semi-precious stones and gold-plated jewellery and will feature Thomas Sabo showcasing Rebel at Heart, Sterling Silver and charm Club, Amorcito, Etoile Studio, FL The Private Collection, LoveRocks London, Pig and Hen, Sibilia, Studio Etoile, The Narratives Lines and Sonata.
JATC is bringing menswear back to Olympia and buyers will discover a host of much-loved brands alongside emerging talent. Complimenting the Menswear Sector is Together which showcases menswear brands that also have a women’s collection.
The must-visit 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 including Paddywax Candles and Designworks Ink.
Throughout the event, the Pure London x JATC stage will thrill and educate visitors with the iconic catwalk show, incredible expert talks, trend forecasts and panel discussions. Each catwalk show will bring to life the trends of the new season with key pieces from exhibitors edited and styled on models. Demonstrating the event’s commitment to fostering emerging talent and supporting the next generation of fashion innovators, Pure London x JATC will continue their partnership with Graduate Fashion Week with former winners showcasing their designs as part of the catwalk show.
Highlights of the event’s captivating speaker schedule include Founder and Creative Director Malaika Ewande of creative consulting bureau, Vesuvius presenting exclusive SS24 trend seminars, Journalist Eric Musgrave and JATC Director Juls Dawson will discuss the exciting fusion of Just Around The Corner (JATC) and Pure London and panel discussions on sustainability in the fashion industry.
Gloria Sandrucci, Event Director, Pure London says, “The first Pure London x JATC combined event is only a matter of weeks away and it is set to be a truly landmark event for the fashion buying industry. We have pooled all of our resources and expertise to create a dynamic show that has attracted brands from all over the world, bringing them together under one roof at Olympia. The catwalk shows and content programme draws crowds every season and sets us apart from other trade shows. There is so much to look forward to this February.”
Juls Dawson, Creative Director, JATC says, “There is a lot of anticipation among buyers for the first combined Pure London x JATC show. We are bringing menswear, beauty and lifestyle brands back to Olympia and offering visitors a cohesive and exciting buying proposition all under one roof! Everyone on the team is excited to welcome visitors when doors open on February 11th!”
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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