Pure London x JATC Returns for Second Season: UK’s Leading Fashion Festival Unites Global Brands Together Under One Roof


Pure London x JATC, the UK’s leading festival of fashion, will return as a combined show for the second season, from 14th-16th July 2024 at the iconic, Olympia London. Welcoming a greater number of inspirational brands from around the globe, all conveniently located under one roof, the show will offer a seamless experience. Buyers can discover an exciting mix of returning and much-loved brands, as well as new designers across eight captivating destinations: Woman, Pop, Sustainable, Menswear, Together, Shoes & Accessories, Jewellery, Beauty & Lifestyle.

Within Woman’s, the core destination of the show, a diverse array of womenswear will be showcased in the Grand Hall. Buyers can view a range of styles ranging from everyday essentials to luxury, heritage, occasionwear, timeless classics, lingerie, and resort wear. Returning exhibitor, Vilagallo is focused on creating wearable collections identified by vibrant colours, patterned silks and originality. Each collection is designed in Madrid in Spain and Piacenza in Italy and has a limited number of unique and unrepeatable fashion pieces, while celebrated, La Fée Maraboutée draws its creativity from nature, travel and mixing cultures. Feminine styles come in natural and warm colour palettes with complimenting fabrics and textures. Contemporary Greek fashion brand ACCESS, pioneers of Greece’s quintessential islander to urban style return to the show with a curated mix of effortless essentials and statement occasion pieces, each crafted with luxurious sensibilities.

Other returning brands include AX Paris, Humilty, Leo Guy, Nissa, Goose Island, Louche, Another Sunday, Gianna Collective, HAVEN, eb&ive, Zen Ethic and Terre Rouge, each presenting their future collections.

New to the show, ready-to-wear luxury fashion label BLAKKRIPT will present a collection which is meticulously crafted to redefine contemporary style for both women and men. With a unique blend of edginess and elegance, BLAKKRIPT’s collection features vibrant custom prints and timeless silhouettes. Other newcomers within the Woman’s destination include Bridie & Bert, Fashion M.O.V and CSIX.

POP inspired by Popular Culture, offers a diverse destination of alternative streetwear, gender fluid collections, vintage labels, festival fits and tech infused pieces. Joining the exciting line-up will be Fouroz with their attention-grabbing pieces that celebrate self-expression and creativity. From vibrant prints to intricate designs each Fouroz garment tells a unique story.

Taking inspiration from the Sunshine State and its most iconic beach, South Beach, will be showing their range of beachwear in flattering cuts with exquisite detail. Other brands not to be missed in POP include, Eilly Bazar, FP & CO, Foreva Young, Zephans & Co, Rainmakr LDN, Pistachio, Finding Friday, wkndgirl, Alice’s Lips, Wild Flower, Misumi, and Girl in Mind.

The July show will see the return of the Sustainable destination, showcasing a carefully curated selection of innovative exhibitors who are addressing the environmental and social impact of the fashion industry. Spread across the show, buyers and retailers can find collections within womenswear, menswear, jewellery, shoes and accessories, and beauty and lifestyle.

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.

Championing the values of slow fashion and ethical production, The Fika Edit revolves around creating timeless pieces that not only celebrate individuality but also uphold the well-being of both people and the planet. Expect to see vibrant and colourful designs, playful patterns, and timeless silhouettes, designed to inspire confidence and creativity. Other Sustainable brands will include Pink Lemons, Nila Rubia, LueL and BUFF.

Shoes and Accessories will feature mens and womens must-haves for every occasion. Within Jewellery expect to see a showcase statement pieces to semi-precious stones and gold-plated pieces, featuring brands such as Love Rocks, Nouvelle London, ZSiSKA and Annabelle Moore.

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 from the likes of Kai Beauti and Hamdah.

Across the three-day event, the Pure London x JATC stage will host the incredible expert talks, trend forecasts and panel discussions addressing the future of the fashion industry. A highlight for visitors and one of the most attended is the Pure London x JATC Catwalk show. See future trends come to life, with key pieces from exhibitors meticulously edited and styled on models, providing buyers with an insight into the season ahead.

Gloria Sandrucci, Event Director, Pure London says, “After the success in February, Pure London x JATC will once again come together to create one revolutionary fashion buying event for the industry. The show will offer retailers inspirational fashion designers and brands all under one roof at Olympia, in the worlds most recognised fashion capital. Buyers will have access to brands across eight destinations, incredible networking opportunities and inspiring content in a seamless, cohesive and enjoyable environment.”

Juls Dawson, Creative Director, JATC says, “Pure London x JATC is the must attend fashion event offering a diverse line up of brands, style, trends and innovation across three days. The fusion of the two events has created a dynamic platform for buyers and retailers, catering for everyone in industry – it is a buying experience like never before.”

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.

Bhargav Pathak
Bhargav Pathakhttps://textilesresources.com
With a passion for the textile, apparel, and fashion industry, I embarked on a journey fueled by education from NIFT Gandhinagar and affiliation with NDBI at NID Ahmedabad. Since 2006, I've contributed to various corporate ventures, specializing in B2B, B2C, SaaS, and AI products within the textile domain. In July 2023, I launched TextilesResources.com, a knowledge hub offering the latest news, articles, and soon-to-come features like interviews and a trade fair calendar. Grateful for the growing community, we've recently introduced a Business Directory for enhanced visibility. Join us on LinkedIn and stay connected with the ever-evolving textile landscape!

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