Why Pure London x JATC is a must-visit for boutique buyers this July

Following its successful debut as a unified show last season, Pure London x JATC returns to Olympia this summer for a three-day fashion showcase. Its next edition, running from 14 – 16 July, promises a larger selection of both established and emerging international brands across eight separate destinations.

The show’s largest sector – Woman – will unite womenswear brands across various categories in Olympia’s Grand Hall. Buyers will be able to source products spanning athleisure and everyday basics to luxury, occasionwear and resortwear from brands such as Vilagallo, Access, La Fée Maraboutée, AX Paris, Goose Island, Louche, Another Sunday, eb&ive and Terre Rouge.

Elsewhere, Pure London x JATC’s POP destination will present a diverse line-up of alternative streetwear, gender fluid collections, vintage labels, festival fits and tech-infused pieces. Brands joining the line-up this season include Fouroz, Nova of London, Rainmakr LDN, South Beach, Girl in Mind, Foreva Young, AX Paris and wkndgirl.

The July edition will also see the return of the show’s Sustainable Destination, with conscious collections spread across all categories throughout the hall from brands such as The Fika Edit, Pink Lemons, Nila Rubia, LueL and Buff. Shoes and Accessories, meanwhile, will offer product must-haves for every shopper and occasion. Plus, within the Jewellery destination, buyers can expect to see a showcase of pieces from exhibitors including Love Rocks, Nouvelle London, ZSiSKA and Annabelle Moore. Last but not least, the show’s must-visit Lifestyle and Beauty destination will present a broad range of product collections from innovative brands such as Kai Beauti and Hamdah.

In addition to product sourcing, visitors will be able to access a full programme of inspiring expert talks and panel discussions addressing the industry’s future. Drawing inspiration from the latest trends curated by new show partner Trendhub by BDA London, the Pure London x JATC Catwalk will present the season’s most inspiring styles and brands. For more trend guidance, visitors will also be able to visit Trendhub’s stand throughout the show as well as attending the forecaster’s daily catwalk sessions.  

“Following February’s success, July’s combined Pure London x JATC promises to deliver an unparalleled showcase of inspirational fashion designers and brands all under one roof,” says event director Gloria Sandrucci. JATC creative director Juls Dawson adds: “The amalgamation of these two events has forged a dynamic platform tailored for both buyers and retailers, catering to all within the industry. This promises to be a buying experience unlike any other.”

The next edition of Pure London x JATC takes place at Olympia London from 14 – 16 July, pre-register for free entry via purelondon.com