Pure London x JATC, the dynamic collaboration celebrating British fashion, announces its eagerly anticipated return for its second season. Scheduled from July 14th to 16th, 2024, at Olympia, this fashion extravaganza promises to spotlight the best of British design prowess.
Following a triumphant debut, Pure London x JATC is primed to once again dazzle the industry with an impressive lineup of fashion collections. From renowned British labels to emerging designers, the event is poised to unveil the latest trends and innovations destined to shape the UK market.
Anchored by fashion visionaries Anita Mehan & Rita Abrol, Another Sunday is set to mesmerize buyers with its latest collection in the Women's segment. Renowned for its ageless, aspirational, and distinctly feminine designs, Another Sunday offers a range of stylish pieces for every occasion. Also returning is Louche, a perennial favorite renowned for its subtle British flair and affordable yet excellent designs.
Drawing inspiration from the Cornwall coast, Bridie & Bert's collection evokes nostalgic seaside charm with its range of comfortable beach cover-ups. Meanwhile, Wkndgirl, established by seasoned fashion experts, will showcase its latest collection blending creativity with affordability.
Making its debut is Matilda London, infusing American, European, and Middle Eastern influences into sustainable, handmade pieces. Similarly, Rainmakr London, Nova of London, and other homegrown brands are set to impress with their unique offerings.
Among the highlights is sustainable brand Pink Lemons, which champions India's rich craft traditions and a slow fashion ethos. In the Jewelry segment, Love Rocks' handmade pieces featuring conflict-free gemstones stand out for their meaningful charm.
Gloria Sandrucci, Event Director of Pure London, expresses excitement about partnering with JATC once again, emphasizing their commitment to showcasing the best of British fashion talent. Against the iconic backdrop of Olympia, this collaboration promises to elevate UK fashion onto the global stage.
