PURE LONDON PREVIEW 13 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. Complementing 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 AND 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 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 a panel discussion titled, ‘Fashion A Sustainable Future,’ which will address the multifaceted landscape of sustainability in the fashion industry. JATC 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.”
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