Trade Fair: Pure London x JATC to launch in February 2024; coinciding with Scoop London

Pure London, the fashion trade fair in the UK, has revealed its collaboration with Just Around The Corner (JATC) starting from February 2024. This partnership will give rise to "Pure London x JATC," a new venture falling within the retail division of Hyve, the parent company.

Scheduled for 11th to 13th February 2024 at Olympia London, the inaugural joint event aims to provide buyers with an enriched experience. Expect a dynamic showcase featuring an expanded array of visionary fashion designers and brands, according to the event organizers.

Pure London July 2023 at Kensington Olympia, London.
Photo: Lucia Carpio

This new collaboration aims to streamline and enhance the experience for fashion professionals, buyers, and press—both local and international. Rather than navigating between separate venues, attendees can now access both events in a single location, saving valuable time and effort compared to previous fairs. The coinciding Scoop International London fair, focused on premium fashion, will also be hosted at Olympia West within the same exhibition pavilion.

Experts within the industry view this partnership as a rising trend, where competing trade events join forces to create a more robust fair. This strategic move comes in response to the intensifying competition within the market and also addresses the economic implications stemming from the post-pandemic landscape. A similar merging trend was observed earlier this month when Copenhagen International Fashion Fair merged with the Danish fair Revolver.

The July 2023 edition of PURE London held at Olympia in Kensington showcased a more compact arrangement. In contrast, the upcoming Pure London x JATC event in February 2024 will present a meticulously curated assortment of over 300 brands, including emerging designers.

Gloria Sandrucci, the event director of Pure London x JATC, expressed in a statement that this inaugural joint fair signifies a milestone in the history of these two fashion exhibitions. The driving force behind this collaboration is the shared vision to simplify and enhance the buying experience for purchasers.

She emphasized that Pure London's mission is to evolve into Europe's most captivating and diverse fashion celebration, offering a curated selection of brands, trustworthy trend insights, transformative business prospects, all while championing sustainability. By uniting with JATC and leveraging Pure London's 25-year legacy, the combined teams can pool their expertise, resources, and networks to create the preeminent fashion trade show experience. This unified approach addresses the needs of buyers and delivers the ultimate collection of brands under the iconic roof of Olympia London, said Ms Sandrucci.