Pure London x JATC, The London Festival of Fashion, will take place on February 11-13, 2024 at Olympia London. The show has revealed an inspirational line-up of brands across the newly expanded Woman, POP, and Sustainable destinations.

Woman

Mirayama: A London-based conscious luxury couture brand that celebrates traditional Indian craftsmanship. The collection is characterized by fluid shapes in timeless designs.

Sugarhill Brighton: A renowned brand for its colorful, vibrant, and hand-drawn exclusive prints.

Other returning brands in the Woman destination include GWD by George Davies, La Fee Maraboutee, Lily & Me, and Humility.

POP

Formerly Known As: A gender-neutral brand that creates classic elevated pieces for everybody and every body.

Pheme Paris: A Parisienne ready-to-wear brand with a collection that highlights lines, graceful shapes, and refined details.

Other returning brands in the POP destination include Heretic Nine.

Sustainable

Isabelle Pennington Edmead: A brand for the conscience with zero wastage and zero guilt. The collection celebrates prints, with all fabrics sourced ethically and printed in the UK.

Meta Vocus: An activism-focused fashion brand that originated from a desire to raise awareness about complex societal and environmental issues. The wearable art collection explores these themes with beautiful painted prints on sustainable scarves.