Pure London x JATC, the UK's leading fashion trade event, opened its doors to a vibrant atmosphere at Olympia London. The event showcased the latest Spring/Summer 2025 collections for retailers from across the globe.
Buyers impressed by breadth of offerings
Buyers, representing independents, department stores, and brands like Her Dandy Wolf, Renes Fashion, and Pamela Shiffer, were impressed by the diverse range of collections available under one roof. Exhibitors were equally enthusiastic, with returning brands like Sugarhill Brighton showcasing their signature laid-back, Brighton style with punchy prints and fresh dress shapes.
The event boasted a strong international presence. Lithuanian linenwear brand LueL, exhibiting for the 6th season, reported opening their first account in Germany. The show provided valuable opportunities for brands to expand their reach and connect with new buyers.
Expert insights guide buyers
The event kicked off with a thought-provoking seminar by Georgia Charalambous, Creative Consultant at Trendhub by BDA London. Her session, "SS25 Key Trends," unveiled the key trends for the upcoming season, guiding purchasing decisions for attendees. The seminar identified four key trends: Womanhood, Cultivate, Collective, and Illusory.
Womanhood embraces a rich palette of deep burgundies, ochres, and zephyr tones, with pops of color. Think slinky poly, plisse fabrics, and halter necklines for a confident and feminine look.
Cultivate draws inspiration from nature, featuring earth tones and greens with light blues for a sense of freshness. Materials in this trend create effortless silhouettes with a sophisticated feel.
Collective offers a refined hybrid dressing with an organic touch. The palette features warm mocha and espresso tones balanced with dusty blues and bright whites.
Illusory takes inspiration from augmented reality, featuring prints with delicate stripes and metallic appliques. Acidic brights like yellows and blues contrast with lilac and dusty purples, creating a story-driven color palette.
Styling tips for year-round versatility
Celebrity stylist Ellis Ranson hosted a session titled "Seasonless Style: Helping Customers Reimagine Occasionwear All Year Round." The discussion focused on maximizing the versatility of wardrobe staples. Ranson advised attendees to consider different ways garments can be worn for various occasions.
The Pure London x JATC Catwalk drew enthusiastic crowds. The show opened with designs from Graduate Fashion Foundation alumni, highlighting new talent. This was followed by trend-driven scenes curated by Trendhub by BDA London featuring signature pieces from various brands.
Awards celebrate industry excellence
The newly launched Pure London x JATC Awards recognized brands and designers across various categories, including Best in Womenswear, Best in New to Show, and Best Sustainable Brand. The judging panel included industry veterans like Pamela Shiffer, ThakaneBazill, and Anton Dell.
Celebrating innovation and resilience
Gloria Sandrucci, Pure London Event Director, expressed her delight in celebrating the achievements of the fashion industry. She emphasized the event's focus on creativity, passion, and resilience. Juls Dawson, JATC Creative Director, echoed this sentiment, highlighting the importance of acknowledging industry visionaries who continue to shape the future of fashion.
Pure London x JATC successfully kicked off the SS25 season, providing a platform for brands, designers, and buyers to connect, discover trends, and celebrate the vibrant world of fashion.
