The first combined Pure London x JATC show, The London Festival of Fashion, will take place on February 11-13, 2024 at Olympia London, offering buyers an increased number of inspirational brands across nine exciting destinations.
Pure London
In Pure London, Woman, the show's largest destination, will unite all womenswear in the Grand Hall and feature collections from both established designers and up-and-coming names. Buyers can expect a comprehensive and varied selection of styles, from athleisure, street, and everyday basics to luxury, heritage, occasionwear, and timeless classics to lingerie and resort.
Sustainable
Pure London x JATC understand the importance of reducing the environmental impact within the fashion industry and will continue to put sustainability at the heart of the show. The February show will see the return of the Sustainable destination, showcasing a carefully curated selection of conscious exhibitors leading the way in addressing their environmental and social impact.
JATC Destinations
The expanded combined show will house JATC destinations in the Grand Hall Gallery. Footwear and Accessories will feature men's and women's must-have shoes for every occasion. Buyers will also find accessory ranges spanning handbags, backpacks, wallets, purses, scarves, gloves, belts, ties, sunglasses, and more.
The all-encompassing Jewellery sector will showcase fashion jewellery and statement pieces to semi-precious stones and gold-plated jewellery.
Buyers will uncover an enlarged Menswear destination that spans the full spectrum of subcategories to showcase brands exhibiting formal, smart, sport, denim, skate, surf, swim, lifestyle, and heritage.
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.
Pure London x JATC, The London Festival of Fashion, will be a truly landmark event for the fashion industry. Visitors and buyers can expect a comprehensive and diverse showcase of everything fashion has to offer.
