12 A trade collective of global fashion designers, brands, buyers, creative minds and industry leading educational seminars, Pure London x JATC is a date on the show calendar not to miss The inaugural 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. 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. A YOUTHFUL AND CREATIVE SECTOR 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. The February 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 men’s and women’s 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 Revolutionary fashion IN BRIEF WHO: Pure London x JATC, www.purelondon.com WHERE: Olympia, London WHEN: 11th – 13th February 2024
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