Create/Curate: The Future of Fashion Unveiled
Hyve Group is excited to announce the return of Pure London x JATC and Source Fashion in February 2025, marking a significant step forward in the evolution of connecting its fashion events and launching the overall Create/Curate proposition, designed to inspire better buying whilst empowering responsible production.
Pure London x JATC and Source Fashion unite again at Olympia London from the 9th – 11th February 2025, together emphasising the importance of both creation and curation in the business of fashion. Create your ranges at Source Fashion, or Curate your in-store collections at Pure London x JATC.
For over 30 years, Hyve has been at the heart of the UK fashion buying community, creating unforgettable fashion experiences and opportunities. From February 2025, the aim is to recognise the comprehensive fashion ecosystem it now services and respond to the needs of that community. In turn, driving Hyve’s Fashion events, connections and impactful change-making abilities to new heights.
Create/Curate encapsulates the needs of the ever-evolving fashion industry. Pure London x JATC align with retailers curating the best quality collections from wholesalers and designers, for retailers that desire inspiration and newness that can go straight into store. However, more retailers and brands are looking for range creation, a direct route to manufacturers, Source Fashion serves this community of designers, brands, retailers and corporates, who need to create and produce their ranges responsibly. Together, the shows represent the scale and connectivity that make their ecosystem a compelling destination for the fashion community.
Gloria Sandrucci, Event Director, Pure London, Hyve Group says, “This is an exciting new story for our fashion retail shows driven by the feedback and needs of the buying community. We are proud to present Create/Curate, an initiative that underscores the significance of our events as a unified fashion destination. Whether creating a range or curating a collection, this joint proposition inspires better buying and empowers responsible production, clearly showcasing our role as the essential destination for fashion professionals.”
“Together we will foster a new ecosystem that fuels the fashion industry by recognising the interconnectivity of our visitors and exhibitors. This new approach enables us to support the industry at scale and provide buyers with a proposition that meets their requirements.”
Source Fashion, now the largest garment manufacturing show in Europe, has experienced exponential growth since its launch in February 2023. Next February, Source Fashion will move into the Grand Hall Olympia, continuing its impressive growth trajectory. Simultaneously, Pure London x JATC will enhance its core proposition with curation taking centre stage in the National Hall.
Suzanne Ellingham, Director, Source Events, Hyve Group says, “We have a unique growth story, since launching the show last year we have doubled down on our purpose, simply to help buyers buy better, it has connected with the fashion community. There is a clear need in the marketplace to find responsible manufacturers, and to help retailers and brands build the transparent, responsible, supply chains, behind the beautiful products consumers love. The result is we’ve sold out for July 24 in the National Hall.
“As we look to February and the expansion and launch into new sectors, it becomes clear that it is the support of our partners, agents and funding bodies which is driving the show from strength to strength. Our move into the Grand Hall reflects this and will allow us to continue to build on this growth.”
Sandrucci adds, “As the Curate element of the new umbrella brand, it allows us to really focus in on what the show does best. Pure London x JATC’s evolution will place curation and editing at its core. The February edition will see a greater focus on curating the best womenswear and accessories brands from around the world.
The new Pure Edit experience showcases the most inspirational and innovative designs, with the buying experience supplemented by more content, more learning, more interviews and more networking to build on the show’s reputation for trends, education, activism and fashion.”
Ellingham says, “Source Fashion is the Create side of this equation, fuelling range creation across womenswear, menswear, accessories and footwear and championing, as we always have, responsible production. We will continue to create a place where our community can learn and exchange ideas and drive change within their own businesses. By simply signposting what we have within Hyve, we are able tell a comprehensive story of our fashion expertise and heritage, while creating a cohesive corporate proposition that connects each show brand while maintaining their unique identities.
“The Create/Curate umbrella proposition allows us to communicate to the industry that the UK finally has a large-scale fashion trade show that reflects the needs of its entire buying and sourcing community under one roof… or rather both atriums of Olympia.”
Join us in February 2025 as we usher in a new era of fashion, a destination that redefines the fashion landscape through innovation, collaboration, and responsible practices.
Visit www.source-fashion.com and www.purelondon.com.
For further press information please contact Good Results:
Source Fashion: Philippa Suitters
Email: philippas@goodresults.co.uk
Pure London x JATC: Kate Stafford
Email: kates@goodresults.co.uk
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