Fashion's New Frontier: Pure London x JATC Sets the Stage!

Get ready for an unparalleled fashion experience! The London Festival of Fashion, a combined event of Pure London x JATC, will set the stage at Olympia London from February 11-13, 2024. This groundbreaking collaboration promises an extraordinary gathering of global fashion designers, brands, buyers, and creative thinkers, setting a new standard in the fashion buying landscape. Brace yourself for an array of inspirational brands across eight exhilarating destinations, offering a collective experience that’s set to redefine fashion buying events.

The event boasts an impressive lineup of renowned brands making a triumphant return to Pure London destinations, including Sugarhill Brighton, Henriette Steffensen, The Fika Edit, Noella, Numph, CHALK, Religion, Saint Tropez, Soaked In Luxury, B.young, and Cara & The Sky. Adding to the excitement, many brands will join the lineup, showcasing collections from various seasons, proving the event's enduring success.

Adding to the allure, Pure London x JATC has attracted a multitude of new and innovative brands like Buzz & Luna, Mirayama, Esperance & Co, Audrey Hamilton Apparel, Nudea, WEARITBE, Thomas Sabo, Lefrik, and Pig & Hen. This international showcase celebrates partnerships from around the globe, featuring collections from Spain, France, Italy, Turkey, Romania, America, China, India, Australia, and the UK.

Gloria Sandrucci, Event Director at Pure London, expresses her excitement: “This inaugural combined show is a landmark for the fashion industry. We're creating a fashion trade show experience like no other, uniting British and international brands with the best collections, all housed under Olympia London's iconic roof.”

Across the event's three days, attendees can anticipate captivating experiences like the iconic catwalk show, expert talks, trend forecasts, and panel discussions addressing the fashion industry's future. Engaging speakers include Founder and Creative Director Malaika Ewande of Vesuvius, Journalist Eric Musgrave, and JATC Director Juls Dawson, delving into the exciting fusion of Just Around The Corner (JATC) and Pure London, along with discussions on sustainability.

Moreover, the highlight for visitors will be the Pure London x JATC Catwalk show, showcasing the trends of the season with styled pieces from exhibitors. Notably, the event continues its support for emerging talent, partnering with Graduate Fashion Week to feature former winners' designs as part of the catwalk show.

Juls Dawson, Creative Director at JATC, remarks: “The launch of Pure London x JATC marks a pivotal moment for the industry, offering over 300 brands across diverse destinations. This inaugural edition signifies a cohesive and streamlined fashion experience, catering to the industry’s needs.”