Feedback Here

fbook  tweeter  linkin YouTube
Global contents also translated in Chinese

Pure London x JATC: Debut London fashion festival ends on high note

Pure London x JATC Debut London fashion festival ends on high note


The inaugural Pure London x JATC, London's festival of fashion, concluded on a resounding high note after three days filled with trend-led fashion showcases, enriching educational content, extensive networking opportunities, and pioneering business prospects. Held at Olympia London, the event attracted a diverse array of retailers, including industry giants like John Lewis, ASOS, and Galeries Lafayette, alongside boutique establishments like Cordelia James and Rosypenguin. Attendees seized the opportunity to explore a curated selection of new and returning brands while immersing themselves in inspirational trends.

Positive feedback highlights show's success

Visitors expressed overwhelmingly positive sentiments about the event. Sarah Palmer from N Shelley Billericay remarked, "It’s been a good show, and you know it has been a good show when you run out of time!" Others echoed similar sentiments, praising the diverse range of brands and the vibrant atmosphere. Beth Hillier of Aloft, Salcombe, and Padstow noted the discovery of new accessory brands and exciting pieces for the upcoming season.

The consolidation of Pure London and JATC into a single event garnered widespread acclaim. Andrea Carless of Maison Et Vie praised the convenience of having everything under one roof, particularly for buyers from outlying regions like South Devon. Leonie Burke of Leonies, Tipperary, highlighted the enhanced coherence of the show, emphasizing the ease of exploring new offerings.

Catwalk show and networking opportunities impress attendees

Representatives from Debenhams commended the event for facilitating face-to-face interactions, essential for online brands like theirs. They were particularly impressed by the quality of the catwalk show, which artfully combined fashion and entertainment, reflecting the theme of the Cabinet of Curiosity.

Gloria Sandrucci, Event Director at Pure London, expressed delight at the overwhelming support for the combined event, emphasizing the platform it provided for both established and emerging brands. Juls Dawson, Creative Director at JATC, echoed these sentiments, citing the enthusiastic buyer turnout and promising buying energy.

Fashion industry tackles sustainability

Pure London x JATC distinguished itself by prioritizing sustainability throughout the event. Olivia Pinnock, Sustainability Ambassador, led workshops focusing on sustainable practices, while a panel discussion delved into the complexities of sustainability in fashion. Panelists emphasized the imminent shift towards Extended Producer Responsibility (EPR) legislation and the importance of transparency and education in fostering sustainable consumer behavior.

The event featured a diverse content schedule, including seminars on social commerce and trend forecasting. Rebecca Hill from Drapers explored the rise of circular wardrobe trends, reflecting a growing consumer shift towards sustainable retail practices. Additionally, the event showcased emerging talent through partnerships with organizations like the Graduate Fashion Foundation, providing valuable insights and guidance for aspiring fashion professionals.

Looking ahead

Pure London x JATC reaffirmed its commitment to innovation and customer-centricity, promising to return in July 14-16, 2024, at Olympia London. With a successful inaugural event under its belt, the festival of fashion sets the stage for continued growth and evolution, ensuring an unparalleled buying experience for industry stakeholders and fashion enthusiasts alike.



VF Logo