Pure London x JATC, the UK’s largest festival of fashion, has revealed its theme for the first combined show in February 2024: ‘Cabinet of Curiosity’.
Created in collaboration with trend agency Vesuvius, Cabinet of Curiosity is a lively new direction in fashion that inspires a sense of wonder, experimentation, and joy. The theme is inspired by the merging of different markets in the fashion industry, which has resulted in products that are both curious and mysterious.
The colour palette for Cabinet of Curiosity features earthy shades of peat, buckskin, brown rice, and deep red, balanced by serene calming shades of mist and faded denim tones.
The theme will be presented in a dynamic set of graphics and imagery running throughout the season’s campaign and will be brought to life at the February 2024 show on the catwalk and features areas.
Visitors to Pure London x JATC can discover all the trends for the new season presented by trend forecaster Malaika Ewande from the catwalk on Sunday 11th and Monday 12th February. Exhibitors will be invited to an exclusive trend breakfast pre-show on Monday 12th February.
Pure London x JATC will take place on the 11th – 13th February 2024 at Olympia London, presenting a curated selection over 300 brands. Scoop International will also take place at Olympia West on the same dates.
