Pure London x JATC Trade Fair: Settling into a New Era of Fashion Innovation
As a newly merged entity, Pure London x JATC returned to Olympia London for its second joint edition, spanning three days. This season, the focus was on evolving and solidifying its new format, while laying the groundwork for future advancements.
Excel Magazine International reports that for the first time, the event established an official partnership with Trendhub by BDA London, a forecasting platform offering trend seminars for both retailers and exhibitors.
“It is really a step forward towards the direction we want to embrace for 2025,” said Gloria Sandrucci, event organiser for Pure London, in an interview with FashionUnited.
She emphasized that BDA London’s support is crucial for understanding and predicting successful brands, enhancing the show’s future prospects.
This edition foreshadowed the next significant initiative: the ‘Curate/Create’ project. Scheduled for an official launch next year, this initiative aims to have attendees create collections at Source and curate them at Pure. “We want to, essentially, have the two shows complement one another,” noted Sandrucci. The project is designed to streamline the fashion supply chain, making it easier for attendees to source and curate their collections in one place.
Pure London x JATC shifted its focus towards womenswear, reflecting its core strength. Previously, JATC maintained a balanced ratio between womenswear and menswear, but the July show highlighted a strategic pivot towards womenswear, responding to visitor demand. Sandrucci confirmed this shift, stating, “Pure London is known mostly for being a womenswear show, so we really want to go with that message.”
Despite the changes, long-time exhibitors like David Smith, director of Level One Showroom, reported positive outcomes. “I think footfall is down, but quality is up,” Smith reflected. Amidst economic challenges such as the UK’s cost-of-living crisis, Smith emphasized the importance of adaptability and strategic growth to ensure survival and success in the market.
Pure London x JATC continues to support smaller and newly launched brands, offering them a platform to gain brand awareness and establish stronger industry ties. For instance, Indian start-up Fouroz, a nine-month-old brand, focused on networking and building a presence in the UK market.
Looking ahead, Pure London x JATC plans to switch halls with Source, moving to Olympia National. This change aims to curate a more consistent and cohesive show, particularly in womenswear and accessories. Sandrucci envisions transforming the trade show into a “3D dimension,” focusing on networking, education, and seminar content to meet the needs of exhibitors and audiences.
