Pure London news and archive

Trade show Pure London to move to Birmingham NEC

Events and exhibitions company Hyve Group has confirmed that womenswear trade show Pure London will sit alongside Moda and Spring Fair at the Birmingham NEC from the February 2025 edition. The integrated trade show will now be renamed Moda x Pure. It follows the conclusion of Pure London x JATC as a standalone event at London Olympia, as Hyve...

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‘Footfall down, quality up’: Pure London x JATC settles into merger, prepares for future plans

Still finding its footing as a newly merged entity, meaning wider plans are just falling into place, Pure London x JATC returned to Olympia London for the trade fair’s second joint edition. Once again spanning three days, this season was mostly about evolving and settling into the show’s new form, while taking the initial steps into what is to...

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Redefining femininity, craft and comfort: SS25 trends at Pure London x JATC

The second edition of the combined Pure London x JATC trade show is currently underway, once again housing a combination of exhibitors – some returning, others new to the formerly separated format. As had previously been a consistent fixture at Pure, however, a seminar programme has been continued into this freshly merged show, during which the...

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Preview of London’s trade shows: Pure London x JATC, Scoop and Source

Trade fair season is well underway, and with it, the hustle and bustle of such events is on the verge of hitting the city of London next week. From July 14 to 16, Pure London x JATC, Scoop and Source will be collectively housed at the event venue Olympia London, each one catering to their own niche of the industry. Here is what to expect from...

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Pure London x JATC announce dates for second joint edition, begins revealing exhibitors

Following on from the partnership’s launch, the now joint British trade shows Pure London x JATC have announced the dates of the event’s second edition, which is to once again be held in Olympia London. From July 14 to 16, the location will play host to a multitude of local and international brands spanning eight categories: Woman, Pop,...

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Revivals, mergers and London’s return: What went down at the first Pure London x JATC

In the world of the UK’s trade show landscape, the merging of Pure London and Just Around the Corner (JATC) was a one that brought much attention to the industry. The duo, once rivals individually hosting their respective events in the UK’s capital, announced their decision to come together mid-2023, aligning with the promise of boosting reach...

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Child’s play and monster tailoring: AW24 Trends from Pure London x JATC

Bright and early Sunday morning, the first edition of the newly merged trade show Pure London x JATC [Just Around the Corner] opened its doors to the fashion world and with it came an influx of brands and retailers looking to connect and converse over the latest collections for AW24. To ensure attendees also had their finger on the pulse...

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Everything to know about the first combined Pure London x JATC trade show

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...

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Labels to Watch: 5 Brands to look out for at the upcoming Pure London x JATC

As we continue to descend into the trade fair season, participating brand rosters are beginning to be unveiled for each respective show. This remains true for the newly combined Pure London x JATC – two UK trade shows that announced a merger last year in a bid to boost both their offer and reach. And it appears the move has received a stamp of...

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UK trade fairs Pure London and JATC to combine from February

British fashion trade fair Pure London and smaller competitor Just Around The Corner (JATC) are joining forces from February 2024 in a “milestone” move that will boost their offer and reach. The first Pure London x JATC will take place from February 11 to 13 at Pure London’s usual stomping ground of Olympia London, and will be run by Pure...

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SS24 trends: ‘Ultra Elevated Basics’ and ‘Quest for innovation'

Computer assisted creations and digital textile design are paving the way for more sustainable products, and will help shape trends for the spring/summer 2024 season, according to Malaika Ewande, the founder and creative director of trends bureau Vesuvius. Ewande was attending Pure London - which ran from Sunday July 16 to Tuesday July 18,...

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Pure London championed newness and innovation at SS24 edition

Pure London, the UK’s largest Festival of Fashion, ended this afternoon following three exciting days of innovative and trend-led fashion and inspiring and educational content. Retailers including John Lewis, ASOS, Galeries Lafayette, Anthropologie, McElhinneys, Monsoon, Jules B, Cavells, Pamela Schiffer, Morley Stores, Maison et Vie, Jessimara,...