7 reasons to visit February’s inaugural Pure London x JATC

Pure London

Uniting for the first time on 11-13 February, Pure London x JATC will showcase an inspirational line-up of brands, trends insight and captivating speaker content at London’s iconic Olympia. 

The inaugural event, dubbed by organisers as “the London festival of fashion,” marks the first time two competitor trade events have joined forces in the UK. “Our mission is to become Europe’s most inspiring and diverse celebration of fashion,” says event director Gloria Sandrucci. “We aim to provide the best edit of brands, the most trusted trends insights and transformative business opportunities while speaking up for sustainability.”

Buyers can expect an increase in exhibitors compared to recent standalone editions of Pure London, with over 300 brands confirmed for the event. From international collections to inspiring business advice, here are seven reasons to visit this season’s show…

1. New-to-the-UK brands


An array of international brands will make their UK debut at this season’s Pure London x JATC. Chillosopy India will launch its collection of elevated essentials at the show, which feature minimal patterns, asymmetrical cuts and impeccable hand-woven details. Buyers will also discover independent Irish brand Urban Aran, offering fashion inspired by vibrant cityscapes, street art and urban environments. Meanwhile, Palak Fashions – famed in South America for its Indian boho-chic fashion pieces – will showcase its stunning collection for the first time in the UK.

2. Inspiring occasionwear

If you’re looking for event wear, Pure London x JATC will also present a strong selection of special occasion labels. This includes Simply Divine, which specialises in dresses for proms, bridesmaids and special events that feature embroidery, lace, embellishment and corsetry. Phil-Glams is also in this season’s line-up alongside FP&Co Paris, Fanciful Doll, Portia and Scarlett and Glamorous. Complementing the womenswear collections, JATC’s Jewellery destination will host a stunning selection of fashion and fine jewellery from brands such as Amorcito, FL Private Collection and QueenMee.

3. Danish brand selection

Saint Tropez

A selection of Danish brands will showcase their collections at Pure London x JATC, bringing leading Scandi fashion to the UK. Among those confirmed include multi-brand powerhouses DK Company and Godske, which will both showcase a multitude of brands from their perspective rosters. Meanwhile, ICHI will showcase an all-encompassing collection of trend-led pieces that are effortlessly cool and versatile while Fransa will show its vibrant and feminine range that places a strong focus on seasonal prints and new colours. Buyers will also be able to see the latest collections from Saint Tropez and Soaked In Luxury, which are represented in the UK by Jam Agent. Director Kally Shukla comments: “Finally, we have the event everyone in the industry has been crying out for: JATC and Pure London united with Scoop all under one roof!”

4. Free industry insight

As well as product sourcing, buyers will be able to learn the latest industry advice and insight from expert insiders. The first combined show will host a series of exclusive trend sessions from Malaïka Ewande, founder and creative director of creative consulting bureau, Vesuvius. There will also be live panel discussions addressing the future of the fashion industry and the challenges facing retailers, seminars and styling sessions from industry leaders, a series of sustainability workshops and catwalk shows in partnership with Graduate Fashion Week.

5. Sustainable products  

Cara and the Sky

Visitors looking for ethically minded brands will find a range of options at the show including feel-good vegan knits from British brand Cara and The Sky. The Fika Edit, meanwhile, is made to order in the UK and features trend-led pieces in block colours. In addition, sustainable pioneer Komodo will be present with its range combining the best quality fabrics and effortless style. Last but not least, Bibico makes simple clothing with unique details produced both ethically and sustainably in natural fabrics.

6. Spanish fashion spotlight

This season Pure London x JATC joins forces with ICEX Spain Export and Investment, FEDECON, the Spanish Federation of Clothing Companies and FICE to present a myriad of Spanish fashion brands. Visitors will be able to order Skatie, which creates sustainable fashion inspired by laid-back California-cool lifestyle, as well as eco-friendly activewear by Rubísnacks. Meanwhile, Barcelona-born brand NKN Nekane will present its meticulously hand-crafted pieces featuring beautiful fabrics and intricate finishings. Other key exhibitors from Spain include Luna Llena, Vilagallo, Alpe and Natural World.

7. Extended jewellery line-up

Pig and Hen

Finally, buyers will be wowed by the show’s enlarged Jewellery destination in Olympia’s Grand Hall Gallery featuring trendsetting brands including Pig and Hen, Sibilia, Narratives The Line, FL Private Collection by Fotini Liami, Amorcito Jewellery, Sonata, Love Rocks and Studio Lia Etoile. JATC director Juls Dawson comments: “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.”