Organisers “blown away” by reaction to first ever combined Pure London x JATC

The inaugural Pure London x JATC closed on a high yesterday following three days of fashion, inspirational seminars and uplifting business opportunities.

Buyers from Devon’s Maison Et Vie, N Shelley in Billericay and Galeries Lafayette in Paris attended this season’s first ever unified show. They praised organisers for its “great buzz,” “beautiful accessories” and presentation of “everything together” under one roof.

Beth Hillier, owner of Aloft in Salcombe and Padstow, comments: “We come to Pure London x JATC to find the icing on the cake – any bits we have missed, something new and different to what we have stocked before. This season we found some beautiful accessories brands and in womenswear we love Sugarhill Brighton who have lovely bits for autumn.”

Andrea Carless, owner of Maison Et Vie, adds: “It has been really relaxed which is lovely. Still buzzy but a great environment. I love all the new brands from JATC, I haven’t been able to go to that show before. Being in South Devon means I can’t come to London multiple times or visit lots of different places when I’m here. I love everything being together and combined in the one show!”

Inspiring content

Organisers say Pure London x JATC sets itself apart from other trade shows with its unrivalled content programme. This season its catwalk unveiled designs from Graduate Fashion Foundation alumni as part of a continued partnership to showcase fresh industry talent.

Specialist trend forecaster and designer Malaïka Ewande also delivered a trend presentation to help guide buyers on the latest looks to invest in. “This season is all about balancing creativity,” she said to visitors. “A perfect combination of individual expression and new craftsmanship gives way to trends that inspire a sense of community and brings art back into fashion.”

Meanwhile, journalist Eric Musgrave and JATC creative director Juls Dawson took to the stage to discuss the reintroduction of menswear at the show. “A lot of brands and boutiques offer for men and women. Specialising in both means we can offer what they want,” says Juls. “Womenswear is about 60 per cent of our industry, but the menswear is still key.”

Other catwalk highlights this season included a progressive seminar by TikTok’s Thomas Wintle on social commerce. “Shopping is set for a new revolution,” he said. “While e-commerce is growing, the thing we’re going to focus on today is that it’s evolving as well. Expectations have shifted, people want commerce that entertains them, envelops them in a community, and trust is a necessity if you are to survive and grow in this market – and this growth is rapid!” 

Event director Gloria Sandrucci said the team was “blown away by visitors’ reactions to the first combined Pure London x JATC.” She continues: “Together we’ve been able to champion new and emerging brands as well as showcasing established brands from all over the world. It has been a pleasure to welcome so many retailers from across the country and internationally and to hear their positive feedback!”

The next edition of Pure London x JATC will take place at Olympia from 14-16 July. Find out more here.