Pure London x JATC, the festival of fashion, is thrilled to announce its return together with JATC for the second season. Set to take place July 14th – 16th July 2024, at the iconic Olympia, this combined show promises an unparalleled showcase of British fashion talent.
Building upon the success of their inaugural collaboration, Pure London x JATC are poised to captivate the industry once again with an array of exciting fashion collections. From established British brands to emerging talents, the event will spotlight the latest trends and innovations destined to make waves in the UK market.
Founded by fashion entrepreneurs and sisters Anita Mehan & Rita Abrol, Another Sunday will inspire buyers with their latest collection in Pure London x JATC’s Woman’s destination. Through ageless, aspirational, and uniquely feminine designs, Another Sunday produces beautiful and stylish pieces for every occasion. A favourite among visitors to the show, Louche, will return with their subtle British stamp and excellent designs at affordable price-points. The contemporary casual aesthetics with signature vintage touches runs through the newest collection – a brand not to be missed.
Inspired by Summers on the Cornwall coast, Bridie & Bert’s collection celebrates the nostalgic charm of the seaside with a range of comfortable beach cover-ups. The capsule collection consists of the softest, highest quality towelling robes for women.
Within the POP destination, British brand, WKNDGIRL, established in 2023 by seasoned fashion experts with over 30 years of combined experience, will be showcasing their latest collection. Wkndgirl’s creatively designed in-house fabrics and styles range from everyday wear to evening attire. With a commitment to empowering women, Wkndgirl seamlessly blends affordability with luxury, driven by the unwavering support of their customers.
With a blend of American, European, and Middle Eastern influences, Matilda London will be making a debut at the show captivating buyers with a collection of sustainable, handmade, timeless pieces including dresses, tops, bottoms and outerwear.
The RAINMAKR LONDON story started in March 2020 just before the pandemic hit the UK, with the idea to produce a clothing line that would effortlessly take you from work to evening. The collection consists of print designs inspired from mainstream pop culture to unique artwork that complements their demographic. Retailing for over 40 years, Nova of London is proud to be one of the UK’s premier wholesalers of women’s fashion. Based in London, they design and supply a huge range of original, on-trend, and affordable designs, Nova of London will be launching their new AW24 collection at the show. Other British based brands in the POP destination include Pistachio, Finding Friday and Foreva Young.
Also impressing buyers will be sustainable brand Pink Lemons, with a collection that consists of designs using hand block printed and hand screen printed fabrics. The clothing celebrates India’s rich craft skills and a slow approach to fashion.
Sitting within Jewellery, Love Rocks’ handmade pieces feature conflict-free gemstones, sustainably sourced birthstones, and mindfully mined metals, with a collection which inspires the imagination with meaningful charm necklaces, bracelets, spinning rings, earrings, and pendants. British brands Nouvelle London and Annabelle Moore will also be joining the Jewellery lineup.
Gloria Sandrucci, Event Director, Pure London says “We are thrilled to join forces with JATC once again for another season of Pure London. Together, we are dedicated to celebrating the rich tapestry of British fashion and supporting the next generation of talent. With Olympia as our backdrop, we look forward to showcasing the best of UK fashion to a global audience.”
Pure London x JATC, will take place on the 14th-16th July 2024 at Olympia London.
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.
