Pure x JATC reveals this season's debut designers

This weekend, Pure London x JATC trade show will take over the iconic London Olympia. With anticipation for the event growing, Pure x JATC has revealed a whole host of new designers.

Buyers and industry experts will have the opportunity to explore an abundance of fresh designs at this season’s show, which is taking place from 14-16 July.

First up is newcomer Bohemia Design, which specialises in handmade, perfectly imperfect wares crafted slowly from natural, locally sourced materials. Also debuting in the accessories destination, Crush Leather Goods brings its ethical leather bags,

Colourful biodegradable kimonos from Qinkimo will be a new addition to Pure London x JATC as well as Becca & Cole's minimalist collection of staples. Akshara Devyani by Angeliki Koskeridou's eco-friendly swimwear and clothing is also debuting.

Jewellery brand, Timi of Sweden as well as menswear brand Ppfff and footwear label Maruti Footwear will be on the line-up. As for the POP destination, Out of Office Outfits, Extro&Vert and Wkndgirl will be on offer for buyers to browse.

The Womenswear destination will welcome Americandreams, Matilda London, Le Temps des Cerises, Osanna Creazione, Tassos Mitropoulos, BLAKKRIPT,  Chance Off, Jane's Fashion, Birdie & Bert, M.O.V and NAYLAB.Official.

Gloria Sandrucci, Event Director, said: "Our goal at Pure London x JATC is to celebrate innovation and creativity in fashion. This year, we are particularly excited to welcome so many designers as new exhibitors, bringing fresh perspectives and unique styles that will inspire and captivate our buyers."