The first joint venture of two influential UK trade shows, Pure London and Just Around the Corner (JATC), is set to unfold from February 11 to 13 at Olympia London. This collaboration aims to enhance their offerings, combining the largely Northern-focused audience of JATC with Pure’s broader network. Here’s a breakdown of key details before attending this much-anticipated trade show.
1. Theme: ‘Cabinet of Curiosity’ The overarching theme for this combined format is ‘Cabinet of Curiosity,’ reflecting a new direction in fashion that sparks wonder, experimentation, and joy. Trend forecaster Malaika Ewande highlights the theme’s inspiration, emphasizing the merging of markets and values in the fashion industry.
2. Australian Brands Spotlight The trade show will feature both new and established Australian brands, strengthening its international showcase. Ethically-sourced sunglasses brand Soek, womenswear label The Brave + True, and chic-casual design house Sabine Studios are among the Australian participants.
3. Enlarged Jewellery Category The Jewellery section, considered the “fastest growing” division, will occupy an expanded space. Dutch label Pig & Hen, brass jewellery specialist Argentina Sibilia, Vanessa Murnane’s Amorcito, and Spanish brand Studio Lia Etoile are some of the brands joining this enlarged category.
4. Spanish Fashion Partnerships Renewed and new partnerships with ICEX Spain Export and Investment, FEDECON, and FICE aim to elevate the presence of Spanish fashion brands. Brands like Skatie, Vilagallo, and Wearitbe will represent Spain, offering sustainable fashion, limited-edition lines, and vintage-inspired collections.
5. Inclusive Pop Section The Pop division, focusing on diverse and inclusive fashion collections, will see an expanded format. Brands like Audrey Hamilton Apparel, Finding Friday, and Rejoice Bozho will showcase gender-fluid or culturally-inspired collections, reflecting pop culture’s connection with the present day.
6. Turkish Brands Spotlight The partnership with the Istanbul Apparel Exporters Association (IHKIB) continues to spotlight Turkish fashion brands. Newcomer BSL, returnee Shendel, and Zems will present trend-led womenswear, curated collections, and feminine garments celebrating glamour and individuality.
7. Sustainability Section Rejuvenation The Sustainability section will undergo a slight rejuvenation, emphasizing its importance. New exhibitors include Tina Aileen, Nudea, and Noema, showcasing made-to-measure bridal collections, circular sleepwear, and designs made from biodegradable native fabrics, aligning with the United Nations Sustainable Development Goals.
The Pure London x JATC trade show is poised to deliver a transformative and cohesive buying experience, uniting diverse brands under one roof.
Note: The original article was summarized and rephrased for conciseness and clarity.
