Visit the inaugural Pure London x JATC show to discover a plethora of global fashion brands and experience catwalk shows that highlight the upcoming trends.
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.
A SECTOR FOR ALL
In Pure London, Woman, the show's largest destination, will unite all womenswear in the Grand Hall and feature collections from both established designers and up and coming names in the fashion industry. Buyers can expect a comprehensive and varied selection of styles from athleisure, street and everyday basics to luxury, heritage, occasionwear and timeless classics to lingerie and resort. Exhibitors will include GWD, Godske, Byoung, ICHI, Saint Tropez, Fransa, Kaffe, Numph, Humility, La fee Maraboutee, Lily and Me, Access, Mirayama, Leo & Ugo, WEARITBE, NoushElla and Goose Island. POP is inspired by pop culture, the youthful and creative sector offers a diverse selection of alternative, streetwear, gender-fluid collections, vintage labels, festival 'fits and tech infused pieces. Buyers can discover brands such as AX Paris, Nova of London, RAINMAKR LONDON, The Social Club, Glamorous, Rejoice Bozho and Railroad Boutique.
Sustainability
The July show will see the return of the Sustainable destination in both Pure London and JATC, showcasing a carefully curated selection of conscious exhibitors leading the way in addressing their environmental and social impact. The Sustainable 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 Sugarhill, Tina Aileen, Feel fit, Noema, Pink Lemons, The Fika Edit, Soek, Outerknown and Buzz & Luna. Pure London x JATC champion sustainability across the event by informing exhibitors of the challenges facing the industry and how to take steps to overcome them and by taking practical steps to become a more sustainable event. The Independent Retailers Sustainability Tool Kit is available to all visitors along with bespoke advice and the content programme includes expert speakers tackling the issues in live panel discussions.
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 and Nescarf. 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 Amorcito, Etoile Studio, FL, The Private Collection, LoveRocks London, Pig and Hen, Sibilia, Studio Etoile, The Narratives Lines and Sonata.
Menswear
Buyers will uncover an enlarged Menswear destination that spans the full spectrum of subcategories to showcase brands exhibiting formal, smart, sport, denim, skate, surf, swim, lifestyle to heritage. Complimenting the Menswear Sector is Together which showcases menswear brands that also have a women's collection. The destination is dominated by streetwear and sport styles.
Lifestyle & Beauty
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.
CATWALK EVENTS
Across the three-day event, the Pure London x JATC stage will host the iconic catwalk show, incredible expert talks, trend forecasts and panel discussions addressing the future of the fashion industry.Highlights of the event's captivating speaker schedule include Founder and Creative Director Malaika Ewande of creative consulting bureau, Vesuvius presenting exclusive AW24 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 a panel discussion titled, 'Fashion A Sustainable Future' which will address the multifaceted landscape of sustainability in the fashion industry.
One of the most attended and visual features for visitors is the Pure London x JATC Catwalk show. Each 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.
Gloria Sandrucci, Event Director, Pure London says, "The first Pure London x JATC, combined event is a truly landmark event for the fashion buying industry. By uniting with JATC, and with Pure London's 25-year history, the teams can pool their expertise, resources, and network to create the leading fashion trade show experience, meeting the needs of buyers and offering the very best collection of brands under one iconic roof at Olympia London. Together we are stronger: more brands and more buyers."
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 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."
