Pure London x JATC, the festival of fashion, held a vibrant atmosphere at Olympia Events to celebrate the new season’s collections.
Welcoming international retailers including ASOS, John Lewis, Urban Outfitters, N.Shelley, Javelin, Ruby Room, Masion Quattro, Belle & Blossom, Sass & Edge, Jarrolds, The Mercantile London, Pamela Shiffer and many more, each commented on the breadth of offering and calibre of new collections seen together under the one roof.
The show welcomed various brands debuting at this season’s Festival of Fashion. Buyers commented on the new and emerging designers and the show's overall freshness.
“There is a great mix of mid to luxury and engaging brands. I love the diverse mix of categories and some of the smaller independent brands. We have connected with new brands and highlighted some that we will follow and watch for the future,” said Bimbola Akinloye, Buyer at John Lewis.
Calla Rae, a Fashion Brands Buyer at ASOS, liked the presence of younger brands within the POP section of Pure London x JATC, particularly Project x Paris, which she felt was relevant to Gen Z customers.
“Overall, we thought the show was more modern and relevant this season. There is also more diversity across the show, from plus size to occasion wear, which is great. We always love coming.”
Brands at the show also commented on the steady flow of buyers throughout the three days. Alexandra Manescu, Creative Director of Alexandra Revas, received an excellent reception this year.
She mentioned that the UK buyers and market appreciated the quality and understood their price point, which was vital.
“This is our first time at Pure London x JATC. We launched two and half years ago, and this is our first-ever show. We’ve had a great response to our resort, lifestyle swim, accessories and luxury comfort towelling collections,” said Mitty Leach from Bertie & Bert.
“The contacts we have made are invaluable, and we’ve taken some lovely orders and met some fantastic like-minded businesses and inspiring businesswomen.’
As a musician, Jacqui Bennett, CEO of Keyah Muti, found it wonderful to express herself. She said sustainability was at the heart of her brand and was delighted with the show’s circularity content.
Pure London x JATC provided a multifaceted space for collaboration, inspiration, and connection. Featuring panel discussions, catwalks, and retail insights, speakers explored topics such as sustainability, circularity, AI, and technological advancements in the industry, enhancing employee well-being, and must-have trend updates in catwalk scenes and through seminars.
Highlights on the stage included Andrew Xeni, Founder and Chairman of Nobody's Child and Fabacus, who joined the seminar programme for ‘Innovating Retail: The Future of Sustainable Fashion’.
“The government has already outlined the legislation for product passports; this compliance will become the foundation footprint for everything brands do,” said Xeni.
“We’re working to avoid fragmentation in the supply space and create a framework to make this achievable on all scales. Digital Product Passports offer huge opportunities for brands and retailers to speak to consumers more honestly, rationalise processes, and convert this into a commercial opportunity with consumers.”
With a Digital Product Passport (DPP), customers are presented with transparent information, building brand trust and opening a direct dialogue with customers. Circularity is the future of fashion, and having a DDP for the initial manufacture of a product is critical for the next steps on a product circularity journey.”
Emphasising the importance of digital and social, Maddie Forman, Fashion Merchant Growth Lead at TikTok Shop, took to the stage to educate buyers on how to start selling on TikTok Shop.
“The show has been very well-received, with buyers commenting on the vibrant atmosphere and extensive range of new collections. Both exhibitors and visitors appreciated the well-curated seminar programs. We are pleased to offer ample networking opportunities, which have been greatly enjoyed by exhibitors and visitors alike,” said Gloria Sandrucci, Pure London Event Director.
“The show is an excellent opportunity to meet industry experts and peers. The catwalks have been extremely popular for previewing upcoming trends, creating a sense of optimism and excitement about future trends and innovations.”
The next Pure London x JATC edition will take place at Olympia Events in February 2025.
