In anticipation of the UK's largest fashion festival, Pure London x JATC has revealed its new theme: Immersive Encounters.
Drawing from 30 years of experience in trend forecasting, product development and brand strategy, Trendhub by BDA London will bring unparalleled expertise to Pure London x JATC.
As the show's new partner, Trendhub by Bda London, Immersive Encounters will set the scene for the event to bring together two influential shows and lead the fashion agenda.
"Immersive Encounters was inspired by Trendhub's S/S 25 forecasts, echoing Pure London and JATC seamlessly merging into one cohesive experience," said Jennie Kwan, head of creative at Hyve.
"Within the season's trends, Illusory is a key theme, showcasing how AI can craft immersive experiences using seemingly real elements, producing captivating illusions. It is from this concept that we created 'Immersive Encounters'. We are excited to implement this concept across the show's creative."
Immersive Encounters will integrate digitisation and artificial intelligence into the event to meet evolving demands within the industry.
The selected colour palette for the event has been chosen, with matt pearlescent tones such as peach and soft pink and enduring shades of deep blue and almond taking centre stage.
"Trendhub and the whole BDA London team are delighted to be teaming up with Pure London x JATC for the July 2024 and February 2025 editions," said Terrie Isaac, head of creative at BDA London.
"For over 30 years, we have focused on translating innovative trends into tangible retail strategies, and we are excited to share our expertise with the show's visitors and exhibitors."
The event will feature a curated selection of brands, providing retailers with a unique opportunity to discover colours and styles for Season 25.
Visitors and exhibitors can also visit Trendhub's stand throughout the show for trend advice and forecasting.
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