Introduction
Pure London x JATC, the festival of fashion, closed its doors at Olympia Events, to a vibrant atmosphere celebrating the new season’s collections. Welcoming UK and international retailers from independents to department stores 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.
Debut Brands and Fresh Designs
The show welcomed an array of brands making their debut at this season’s Festival of Fashion. Buyers commented on the new and emerging designers and the overall freshness of the show.
Buyer Comments
Bimbola Akinloye, Buyer at John Lewis commented, ‘There is a great mix of mid to luxury brands, and very 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 are going to follow and watch for the future.’
Tracey Pennell from multiple Notcutts commented, ‘I came to the show in February too, and I’m on the lookout for womenswear today. I like the show it’s good to find new brands who I have never heard of.’
Calla Rae, Fashion Brands Buyer at ASOS commented, ‘We really like the presence of younger brands within the POP section of Pure London x JATC. We loved Project x Paris which we felt were very relevant for our Gen Z customer. Overall, we thought the show was much more modern this season, and a very relevant for us. There is also more diversity across the show from plus size and occasion wear which is great to see. We always love coming!’
Shinel Crerar, Owner of French Kisses in Plettenberg Bay, South Africa commented, “It looks amazing, I’m blown away. I can’t wait to see what else is on offer. It is a very impressive show, I’m very happy to be here.”
Brand Feedback
Brands at the show commented on the steady flow of buyers throughout the three days.
Alexandra Manescu, Creative Director of Alexandra Revas commented, ‘It’s been a great show, we were here in February and the response then was excellent, but we’ve seen even more of a reception this season. The UK buyers and market are really appreciating quality, they are really responding to us as a designer-led brand and they understand our price point which is key. We have been very happy with the caliber of buyers we have seen this season at Pure London x JATC.’
Mitty Leach, from Bertie and Bert commented, ‘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 toweling collections. The contacts we have made are invaluable and we’ve taken some lovely orders and met some fantastic likeminded businesses and inspiring businesswomen.’
Jacqui Bennett, CEO of Keyah Muti commented, ‘For my first trade show, it’s been really amazing. The collection has been very well received by visitors, and the energy is fantastic. We’re a new brand, and it can be difficult, but I love the creativity of the fashion industry, I’m a musician and being able to express myself as a visual artist has been wonderful. Sustainability is at the heart of what we do, as a circular brand, we’ve been very pleased with the show’s content on circularity; one of our jackets is a Swiss military army jacket circa 1950’s and another a genuine Italian military parker. The awareness and networking at Pure x JATC is great.’
Event Highlights and Insights
Pure London x JATC provided a multi-faceted 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, and enhancing employee wellbeing, as well as must-have trend updates in catwalk scenes and through seminars.
Key Speakers and Sessions
Highlights on the stage included Andrew Xeni, Founder and Chairman of Nobody’s Child and Founder of Fabacus who joined Monday’s seminar programme for ‘Innovating Retail: The Future of Sustainable Fashion’ to discuss the evolution of technology in retail, and insight into the pioneering use of his Digital Product Passport technology which is intersecting fashion and data in a new era of supply chain transparency; marking a significant leap forward in sustainable fashion.
“The legislation for product passports has already outlined by the government, this compliance will become the foundation footprint for everything brands do,” said Andrew, “we’re working to avoid fragmentation in the supply space, to 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, to rationalise processes, and convert this into a commercial opportunity with consumers. With a Digital Product Passport (DPP), customers are not only presented with transparent information building brand-trust, but it also opens a direct dialogue with customers. Circularity is the future of fashion, and having a DDP for the initial manufacture of a product is key for the next steps on a products circularity journey.”
Emphasising the importance of digital and social, Maddie Forman, Fashion Merchant Growth Lead at TikTok Shop took to the stage on Monday to educate buyers on how to start selling on TikTok Shop – from understanding the opportunity, implementing set-up, and strategies for success, Maddie guided visitors on how to grow through social commerce.
New this season following feedback from exhibitors, Pure London x JATC were delighted to welcome daily presentations and business sessions from a host of industry thought leaders including “Help to Grow” Scheme by The Fashion Business School, Trend Forecasting Presentation by Trendhub by BDA London, Expert Session with FashionNet Anton Dell, and Real Circularity Program Introduction. The sessions took place before the show opened allowing exhibitors to gain insightful knowledge.
Event Director’s Comments
Gloria Sandrucci, Pure London Event Director, says, ‘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. 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.’
Next Edition Announcement
The next edition of Pure London x JATC will take place from 9-11 February 2025 at Olympia Events.
