Pure London has revealed its partnership with Just Around The Corner (JATC) in February 2024. Credit: Pure London.

Pure London x Just Around The Corner (JATC) is scheduled for 11-13 February 2024 at Olympia London showcasing a blend of fashion designers and brands for buyers seeking what it describes as fresh and inspirational selections.

Pure London x Just Around The Corner event director Gloria Sandrucci commented: “By uniting with JATC and with Pure London’s 25-year history, the combined teams can pool their expertise, resources, and network to create the leading fashion trade show experience, meeting the needs of buyers and offering the very best collection of brands under one iconic roof at Olympia London.”

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Pure London x JATC’s collective will include over 300 selected brands, categorised into distinct sectors to ensure a “seamless and cohesive buying experience.”

Under Hyve Groups’ retail division umbrella, the combination of Pure London and JATC enables Hyve to present a platform accommodating fashion enterprises, from emerging designers presented in its new Launchpad section to branded shell schemes.

Pure London x JATC creative director Juls Dawson emphasised the industry’s longstanding demand for a streamlined trade show calendar and added she is excited to bring in “a new era for the community and create a compelling, inclusive, and unified platform for the industry.”

The London venue layout will be revamped to consolidate all womenswear, including the new Launchpad section for emerging womenswear designers.

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It will also feature:

  • Women’s and men’s accessories and footwear brands
  • Men’s apparel
  • The together zone (featuring brands with genderless or dual-gender collections)
  • Lifestyle and beauty brands
  • Watches, jewellery, wearable accessories, and seasonal gifting

At this year’s Source Fashion event, which sat alongside Pure Fashion there were garment makers from over 20 countries with sourcing director Suzanne Ellingham telling Just Style the show encouraged UK retail group The John Lewis Partnership to consider sourcing from Madagascar.

Just style spoke to the Madagascan garment manufacturers that attended the Source Fashion event to discuss why its sustainable and socially responsible sourcing could make it a destination to watch.