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Pure London x JATC unveils 'Cabinet of Curiosity' theme for February 2024 show


Pure London x JATC, the UK’s largest fashion festival, has unveiled its theme for the February 2024 combined show: 'Cabinet of Curiosity.' In collaboration with trend agency Vesuvius, this groundbreaking event promises an expanded array of inspiring fashion designers and brands, inviting buyers into a world of wonder, experimentation, and joy. Trend Forecaster Malaika Ewande, Vesuvius Founder, shared that the theme was inspired by the convergence of fashion markets, sparking curiosity and mystery. 'Cabinet of Curiosity' bridges the gap between newer fashion values like conscious consumption, holistic craftsmanship, and a penchant for unique, enduring products, expressed through contemporary art-inspired designs.

The color palette, featuring earthy tones like peat, buckskin, brown rice, and deep red, contrasts with serene, calming shades of mist and faded denim. These juxtaposed elements will permeate the season's campaign and come to life on the catwalk and throughout the show's features.

Event Director Gloria Sandrucci is thrilled about the theme's creative potential and industry resonance, anticipating a transformed show at Olympia London in February 2024.

Creative Director Juls Dawson believes 'Cabinet of Curiosity' mirrors the excitement surrounding the combined Pure London X JATC event, symbolizing the wealth of discoveries and connections attendees will make.

The show, taking place from February 11th to 13th, 2024, will present over 300 curated brands at Olympia London. Visitors can explore the season's trends on the catwalk, guided by Malaika Ewande, and exhibitors can attend an exclusive trend breakfast on February 12th, 2024. Scoop International will also run concurrently at Olympia West from February 11th to 13th, 2024.



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