Celebrating Excellence at the Pure London x JATC Awards: Highlights from July 2024

This July, exhibitors and visitors gathered at the iconic catwalk for the inaugural Pure London x JATC Exhibitor Awards. These awards shine a spotlight on the innovative brands and visionary designers who are defining the future of fashion with their creativity and excellence.

The Pure London x JATC Awards were designed to recognise and honour those who are pushing the boundaries and setting new standards. With categories ranging from emerging talent to established brands, the awards highlighted the diversity and vibrancy of the fashion community. This year’s winners were selected by an esteemed panel of judges, including Pamela Shiffer, owner of the Primrose Hill boutique Pamela Shiffer; Fashion Futurist and Senior Account Executive at Retraced, Thakane Bazill; FNAD Founder Anton Dell; and Celebrity Stylist Ellis Ranson.

The judging panel had the challenging task of reviewing a wealth of exceptional talent and innovation on the show floor.

After much deliberation, the winners in each category were announced as follows:

Best in Womenswear: Another Sunday

Another Sunday won the "Best in Womenswear" award for their exceptional collection that combines contemporary fashion with timeless elegance. Their designs stood out for their innovative use of high-quality fabrics and meticulous attention to detail. Another Sunday successfully captures the essence of modern femininity, creating versatile pieces that appeal to a wide range of women. Their commitment to creating stylish yet comfortable clothing that resonates with current trends while maintaining a unique aesthetic earned them this award.

The atmosphere at Pure London x JATC was electric, with networking opportunities abound. Designer Lisa Burrows of Another Sunday remarked, “The networking at the show has been fantastic. We’ve made many new friends and encouraged each other, creating a wonderful sense of community. We’re already looking forward to coming back next year.”

Best in POP: H4

H4 received the "Best in POP" award for their exceptional displays, reflecting over 30 years of dedication to women's ready-to-wear fashion. Their displays are both innovative and impactful. H4 is on the path to becoming an international trademark in the global fashion arena. They consistently embody comfort and style, solidifying their status as a leader in street fashion. H4 is a pioneer in the industry, always setting trends rather than following them.

Best in JATC: Tutti & Co

Tutti & Co was honoured with the "Best in JATC" award for their remarkable collection that epitomises style, quality, and craftsmanship. Their designs range from chic accessories to sophisticated jewellery, reflect a perfect blend of contemporary trends and classic elegance. Tutti & Co's dedication to detail, from the selection of materials to the final finishing touches, along with their cohesive brand vision, impressed the judges. Their ability to create versatile pieces that seamlessly integrate into any wardrobe made them a standout in the JATC category.

Helen Horner of Tutti & Co expressed her gratitude: “We were thrilled to be recognised at the Exhibitor Awards Ceremony. Launching our AW24 collection at the show has been a fantastic experience. The collaboration with other brands to enhance the show’s appeal has been impressive. We’re excited to see how the show evolves into 2025 and look forward to a fabulous season ahead.”

Best Sustainable Brand: Oh Kimono

Oh Kimono won the "Best Sustainable Brand" award for their commitment to environmental responsibility and sustainable fashion practices. Their innovative approach to using eco-friendly materials and ethical production methods set a new standard in the industry. Oh Kimono's designs not only prioritise sustainability but also maintain high fashion standards, proving that style and environmental consciousness can go hand in hand.

Best in New to Show: Nesavaali

Nesavaali was awarded "Best in New to Show" for their impressive debut at the Pure London x JATC Exhibitor Awards. Their vibrant and eclectic collection captivated the judges and attendees alike with its unique blend of traditional and contemporary styles. Nesavaali's innovative use of colours, patterns, and textures showcased their creative vision and craftsmanship. Their ability to create a fresh and exciting brand identity that stands out in a competitive market. 

Best International Brand: LueL

LueL received the "Best International Brand" award for their exceptional global appeal and influence in the fashion market. Their collection, which features a harmonious blend of international trends and local cultural elements, resonated with a diverse audience. LueL's dedication to quality and innovation, and customer satisfaction has established them as a leading brand on the international stage.

Ieva Jasiunaite, Sales Manager at LueL, shared her enthusiasm: “Our clients returned as usual, and we received some significant orders. We also met new clients from Spain, France, and even Dubai. The international exposure was fantastic.”

Best New Emerging Brand: Matilda London

Matilda London was honored with the "Best New Emerging Brand" award for their fresh and innovative approach to fashion design. Their debut collection impressed the judges with its bold creativity and forward-thinking concepts. Matilda London’s ability to capture the essence of modern fashion while infusing it with their unique style set them apart from other emerging brands. 

Gloria Sandrucci, Event Director at Pure London, expressed her excitement about the awards: “We’re delighted to celebrate the exceptional talents, innovative ideas and achievements within our industry. This event is a testament to the creativity, passion and dedication of our fantastic brands and designers, spotlighting the resilience that defines our industry. Each of our winners have bought something unique to Pure x JATC, mirroring the diversity and innovation that makes the fashion world so vibrant and exciting.”

Juls Dawson, Creative Director at JATC, added, “I’ve had the pleasure of working in the fashion industry for over 20 years and it’s our privilege to acknowledge those who have stood out at this year’s show. From emerging designers to established brands, we thrilled to celebrate the visionaries who continue to inspire and shape the future of fashion.”

The Pure London x JATC Awards have set a high bar for future events, celebrating the outstanding talent and innovation that drives the fashion industry forward.

Are you ready to showcase your brand to eager buyers and seize the opportunity to win a prestigious award at our next exhibitor ceremony? Join us from 9-11 February 2025 for an unparalleled experience that puts your brand in the spotlight. Don't miss your chance to be part of the fashion event of the year! Get in touch with the team today, enquire here.