The first combined Pure London x JATC show, The London Festival of Fashion, will take place from February 11 to February 13 at Olympia London.

A trade collective of global fashion designers, creative minds and educational seminars, the transformed show will offer buyers an increased number of inspirational brands across eight exciting destinations.

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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 in the fashion industry.
Buyers can expect a comprehensive and varied selection of styles from athleisure, street and everyday basics to luxury, heritage, occasionwear, timeless classics, lingerie, and resort. Exhibitors will include GWD, Humility, La fee Maraboutee, Lily and Me, Access, Mirayama, NoushElla and Goose Island.

Also under the Pure London umbrella is POP. Inspired by pop culture, the youthful and creative sector offers a diverse selection of alternative, streetwear, gender-fluid collections, vintage labels, festival outfits and tech-infused pieces. POP buyers can discover collections where self-expression has no limit with brands such as AX Paris and Railroad Boutique.

Pure London x JATC understands the importance of reducing the environmental impact within the fashion industry and will continue to put sustainability at the heart of the show with the return of the Sustainable destination.
This destination will showcase a carefully curated selection of conscious exhibitors leading the way in addressing their environmental and social impact. Buyers can discover sustainable womenswear in the Grand Hall and sustainable menswear, shoes, and accessories upstairs in the Gallery.
It uses the United Nations’ Sustainable Development Goals (SDGs) to assess the impact of all exhibitors, who must demonstrate that they are tackling specific key issues to exhibit within the destination.
Building on the success of its launch at the February 2023 Pure London show, Sustainable will continue to raise the profile of ethical and sustainable fashion across the entire event, helping lower the industry’s carbon footprint and invest in a better future. Exhibitors will include Tina Aileen, Feel fit, Noema and Buzz & Luna.

Footwear and Accessories
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 from heels, flats, boots, trainers, loafers, brogues, slippers, sandals, pumps, and mules to flip-flops and more. Buyers will also find accessory ranges spanning handbags, backpacks, wallets, purses, scarves, gloves, belts, ties, and sunglasses.

The all-encompassing Jewellery sector will showcase fashion jewellery and statement pieces, from semi-precious stones to 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. Exhibitors will include Marshall Artist, Remus Uomo, Nicce, Ed Hardy, Outerknown, Fila and Sergio Tacchini.

Complementing the Menswear Sector is Together, which showcases menswear brands that also have a women’s collection. This destination is dominated by streetwear and sport styles.

Lifestyle and Beauty
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 event director Gloria Sandrucci said: “The first Pure London x JATC combined show will be a truly landmark event for the fashion industry. I’m incredibly excited for visitors and buyers to see what can be achieved when two exciting shows and dedicated teams come together. Pure London in the Grand Hall will be a fantastic and diverse showcase of everything women’s fashion has to offer. It is set to be the largest destination at the show, which represents the breath of the collections for buyers to discover.”

JATC creative director Juls Dawson added: “JATC has always strived to deliver what buyers truly need, and I’m proud that the first edition of Pure London x JATC will offer the industry over 300 brands across a variety of destinations creating a streamlined and cohesive experience. The launch of Pure London x JATC is an exciting moment for the industry and for everyone on the team.”

For further information on Pure London x JATC visit

To join the Pure London x JATC exhibitor line-up, email Gloria Sandrucci and Juls Dawson:

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