Last August, it was revealed that two dominant UK trade shows were to
come together in what was dubbed a “milestone” move to bolster their offer
and reach. Pure London and its smaller competitor Just Around the Corner
(JATC) are now preparing for their first combined event since the takeover,
scheduled to take place from February 11 to 13 at Pure London’s home turf
of Olympia London.
At the time of the merger announcement, Hyve, the event’s organiser,
said that buyers and visitors were to be offered “a transformed show with
an increased number of inspirational fashion designers and brands”,
combining JATC’s largely Northern-focused demographic with Pure’s broader
network of brands, retailers and partners. In total, Pure London x JATC is
to now offer a curated selection of over 300 exhibitors with clearly
defined divisions for a more cohesive buying experience.
Ahead of the event, FashionUnited has gathered all the information you
need to know before attending the new edition of this highly anticipated
trade show.
‘Cabinet of curiosity’
AD Magazine. Credits: Pure London x JATC.
A definitive part of this newly combined format is its overarching theme
‘Cabinet of Curiosity’, which marks a “lively new direction in fashion that
inspires a sense of wonder, experimentation and joy”. Speaking on this
concept, trend forecaster and founder of the show’s creative partner
Vesuvius, Malaika Ewande, said: “The main inspiration for the theme was
this undeniable fact that we have been seeing markets melt into each other
on several levels in the industry, so much so that the resulting products
invite curiosity and mystery in the best way possible. Cabinet of Curiosity
introduces a space in which the newer values and visions attached to
fashion (namely conscious consuming, holistic craftsmanship and a taste for
original, creative and lasting products) all collide through contemporary
art inspired designs that bring life and movement to the season.”
Australian brands grace the lineup
(From left) Soek, The Brave + True, Talisman. Credits:
Pure London x JATC.
A selection of both new and established brands from the other side of
the world will be among those beefing up the trade show lineup this season.
The inclusion of Australian brands reaffirms Pure London x JATC’s stance as
an international showcase, event director Gloria Sandrucci said in a
release, offering such labels “a gateway to the European market”.
Furthermore, the trade show also noted that many of the brands’ desire to
join the roster demonstrates their confidence in the UK market.
Among those taking part are “ethically-sourced” sunglasses brand Soek,
womenswear label The Brave + True, and chic-casual design house Sabine
Studios. Other brands descending from the region include Talisman, which
utilises hand stitching and embroidery for its feminine line, and The
Kindred Co, a lifestyle brand offering apparel and accessories for the
ready-to-wear sector.
Jewellery category gets an enlargement
(From left) Pig and Hen, Argentina Sibilia, Studio Lia
Etoile. Credits: Pure Scoop x JATC.
Considered the “fastest growing” division of the trade show, the
Jewellery section will be taking on an enlarged format this year, with a
location in the Grand Hall Gallery where dedicated British and
international wholesalers will be housed. Brands joining the division
include Dutch label Pig & Hen, brass jewellery specialist Argentina
Sibilia, Vanessa Murnane’s Amorcito and Spanish brand Studio Lia Etoile,
the creator of bead embroidery pieces.
Speaking on the expanded selection, JATC’s creative director, Juls
Dawson, said: “Jewellery is the fastest growing destination at Pure London
x JATC and as a result the array of brands in fine and fashion jewellery we
can host is truly exciting. Buyers are going to delight in the variety,
style and volume of brands available to them and following JATC’s specific
handwriting, the set up and placement is going to make the buying
experience streamlined and cohesive mirroring the flow of the retail
environment.”
Spanish fashion showcased through new partnerships
(From left) Skatie, Wearitbe, Vilagallo. Credits: Pure
London x JATC.
For this edition, Pure London x JATC has renewed or established new
partnerships with ICEX Spain Export and Investment, the Spanish Federation
of Clothing Companies, FEDECON and FICE to elevate the presence of Spanish
fashion brands at the trade show. Speaking on the expanded deals, Melissa
Ramage, international development director, said: “Associations play a
pivotal role in shaping industry standards, advocating for sustainability,
and championing diversity and inclusion. By aligning our vision with
theirs, we ensure that Pure London x JATC becomes a link where innovation
and responsibility converge. The UK fashion market is actively seeking new
international designers and exciting collections every season, and with the
funding provided we’re able to ensure our visitors find what they’re
looking for.”
Skatie will be among the brands taking part and representing Spain,
bringing to buyers a collection of “sustainable fashion” that is centred
around an active lifestyle. Similarly, Vilagallo will be returning to the
fair, bringing with it a limited-edition line of wearable garments, while
Wearitbe will also be exhibited, showcasing its collection inspired by
vintage fashion.
Inclusivity takes centre stage at Pop
(From left) Audrey Hamilton Apparel, Finding Friday, Rejoice
Bozho. Credits: Pure London x JATC.
Now heading into its second edition, the Pop division at Pure London x
JATC will be taking on an expanded format, elevating its exhibit of diverse
and inclusive fashion collections, each embracing gender fluidity or
culturally-inspired collections. Both new brands and returning labels will
be on display here, selected for their insight into pop culture and
connection with the present day. An example of such is Irish premium label
Audrey Hamilton Apparel, a Rising Star Award nominee which will be
presenting its new line in an art gallery-like setting.
Others to grace the Pop section will be loungewear and accessories brand
The Social Club London, a genderless label with versatile styles; newly
launched Finding Friday, which will be showing its SS24 capsule for
“free-spirited fashionistas”; and recent fashion major graduate Rejoice
Bozho, who will offer up its redefined “hiking couture”. Further additions
to Pop will also be notable established labels, such as AX Paris,
Glamorous, PunkyFish and Nove London, many of which are returning to the
event with their own new collections.
IHKIB partners up to exhibit Turkish brands
(From left) BSL, Zems, Shendel. Credits: Pure London x
JATC.
Akin to its relationship with Spanish associations, Pure London x JATC
is also extending its partnership with Istanbul Apparel Exporters
Association (IHKIB) as it looks to spotlight Turkish fashion brands for the
coming season. The expansion comes as Pure’s Sandrucci noted that brands
from this region had been “keen to target the UK customer”, with many
relevant labels having already signed up to reflect this sentiment.
Newcomer BSL is one of those, bringing to the table its range of
popular, trend-led womenswear. Meanwhile, returnee Shendel will also be
present, offering up a curation of collections putting together colour
combinations and accessories, with the addition of a Pure exclusive line to
further be on show. Zems is another to return to the event, once again
presenting its feminine garments that celebrate “glamour and
individuality”.
Sustainability’s destination is cemented
(From left) Noema, Tine Aileen, Nudea. Credits: Pure
London x JATC.
Another section that will be getting a slight rejuvenation this edition
is Sustainability. The emphasis on this division comes as the trade shows
look to reaffirm their mission to use the event as a platform “to inform on
this critical topic and provide unrivalled advice to independent retailers
and exhibitors”. As such, the February edition will be home to a curated
selection of “conscious exhibitors”, using the United Nations Sustainable
Development Goals (SDGs) as a base to assess the impact of all such
attendees.
First time exhibitors that have been added to the show this time round
include made-to-measure label Tina Aileen, which will for the first time
show off a bridal collection designed using fabric that encourages
customers to return to be recycled. Other circular labels on the agenda are
sleepwear brand Nudea, a B-Corp that puts to use natural and recycled
materials, and Ireland’s Noema, which showcases designs made from
biodegradable native fabrics. Meanwhile, Humanity Centred Designs will be
hosting its Material Innovation Hub at the show, outlining its process of
producing materials from the textile waste of marginalised apparel
factories. Alongside this, the organisation will also be presenting its
‘Humanity’ fashion collection, all designed in neutral colours and
patterns.
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