The annual edition of the Pure London x JATC show, London's fashion festival, from February 11th to 13th, 2024, at the iconic Olympia London, welcomed a record number of new brands. This surge underscored the strength of the UK Fashion market and the anticipation surrounding this inaugural unified event.
Gloria Sandrucci, Director of Pure London, said that Pure London was thrilled to host numerous new brands, showcasing the vitality and dynamism of the UK fashion and retail sector.
"Their participation underscores their confidence in the inaugural Pure London x JATC show, marking a significant milestone for London and the UK fashion industry. Many of these newcomers are small businesses, and our team was excited to lend support and expertise as they embarked on their debut show," said Sandrucci.
The Women's section, the show's largest destination, featured over 25 new and emerging brands, each making their debut in the Pure London x JATC lineup. Among them, the Lithuanian label Onedress offered statement dresses alongside quality accessories and separates, while Bibi Sakalieva's luxury collection focused on feminine allure with glamorous details. Fanni Burus & Co blended sophistication with versatility, presenting pieces seamlessly merging timeless elegance with contemporary flair. Dar-I's limited edition collection also showcased unique cuts and shapes in natural silks and cotton, accentuated by vivid colours and contrasting accessories.
Gretes' handmade sleepwear and resortwear were also explored, embodying quiet elegance, and Pirate Glam's luxurious silk styles evoked an endless summer vibe. Notable first-time exhibitors included Rainmakr LDN, Formerly Known As, Lara Mia Sao Paulo, and many others.
In the POP section, new brands like ZERO2TEN and Railroad Boutique brought fresh energy with their contemporary designs and culture-inspired apparel.
Sustainable fashion enthusiasts will find many options, including AMILLI's seasonless luxury clothing and Rubisnacks Barcelona's sustainable activewear line. Meta Vocus embraces the slow fashion movement with versatile designs inspired by original artwork. At the same time, Nyne Ryke celebrates colour and print with its bold collection made from organic cotton and recycled materials. Other noteworthy exhibitors in this segment include Haveli, Circular Earth, and Urban Aran.
To prepare first-time exhibitors for the show, the Pure London x JATC team organised an educational webinar featuring insights from industry experts. Attendees received practical advice on stand styling, sales strategies, and maximising marketing opportunities.
