In a groundbreaking move set to revolutionize the fashion industry, the inaugural Pure London x JATC show, named 'The London Festival of Fashion,' is scheduled to take place from February 11th to 13th, 2024, at the iconic Olympia London venue. This event promises to be a dynamic gathering of global fashion designers, brands, buyers, creative minds, and educational seminars, redefining the fashion buying experience.
The London Festival of Fashion aims to unite the fashion world under one roof, with a focus on sustainability. It strives to provide a platform for conscious exhibitors, fostering awareness about environmental and social impact issues within the fashion industry.
The event will feature nine distinct destinations, with "Woman" being the largest. Here, buyers can explore a wide spectrum of styles, from athleisure to luxury, occasionwear to lingerie, brought to life by established and emerging designers. Additionally, the "POP" sector, inspired by pop culture, will showcase alternative, gender-fluid collections and tech-infused pieces, encouraging self-expression without limits.
One of the show's highlights is its unwavering commitment to sustainability. The "Sustainable" destination will return, featuring exhibitors dedicated to reducing their environmental footprint and promoting ethical fashion practices. This initiative aligns with the United Nations Sustainable Development Goals (SDGs) and reflects the industry's push for a more sustainable future.
Gloria Sandrucci, Pure London Event Director, expressed excitement about the show's potential, emphasizing the diverse range of women's fashion it will present.
The London Festival of Fashion will also include destinations for menswear, footwear, accessories, jewelry, lifestyle, and beauty, ensuring a comprehensive experience for buyers.
Juls Dawson, Creative Director of JATC, highlighted the event's significance, offering over 300 brands across various destinations for a cohesive, streamlined experience.
In tandem, Scoop International will also be held at Olympia West from February 11th to 13th, 2024, adding another dimension to London's fashion scene. This combined showcase promises to redefine fashion buying and sustainability in the industry.
