New Talent, Bold Fashion: Pure x JATC 2024 Catwalk Recap

 

The Pure London x JATC Catwalk 2024 was a dazzling display of emerging talent, where fresh faces took centre stage and captivated audiences with their unique styles. As the fashion industry continues to evolve, this year’s runway showcased the next generation of designers, who brought a new level of creativity to the catwalk.  

From bold, avant-garde designs to timeless, elegant looks, these rising stars left a lasting impression, proving that they are the ones to watch in the world of fashion. We’re taking a closer look at the standout moments and the new talent who made the Pure London x JATC 2024 an unforgettable event. 

 

 

Elizabeth Nicol

Elizabeth Nicol is an international fashion label that seamlessly fuses African heritage with Western luxury. Founded by Aramide Nicol and named after her youngest daughter, the brand embodies a celebration of timeless elegance and cultural style. 

Based in Accra, Ghana, Elizabeth Nicol offers a curated selection of exquisite women's fashion. Each collection is thoughtfully designed to suit a variety of occasions, featuring unique, meticulously crafted pieces that elevate contemporary style. 

 

	Model 1: Elizabeth Nicols debuted her first piece with a gorgeous sleeveless maxi dress that effortlessly combined gold and black in a rich, eye-catching design. The fabric, with its satin-like finish, gave the dress a soft, luxurious shine, adding a hint of glamour. Around the bust, delicate mesh beading added a refined, elegant touch, enhancing the overall look without feeling overdone. The blend of gold and black created a striking contrast, making the gown both bold and sophisticated. With its dramatic details and glamorous feel, this dress was a true showstopper, perfect for making a statement at any special event.
Model 2: The next design turned heads with a striking cream kaftan dress that made a bold and unforgettable statement. The shimmering fabric caught the light beautifully, adding a captivating allure that drew you in, while intricate gold appliqué elevated the dress to a new level of luxury. Down the front, pearlescent buttons offered a soft, delicate contrast to the richness of the overall design. The dramatic puffed sleeves added volume and flair, enhancing the dress’s bold silhouette. This piece was all about making an entrance—elegant, extravagant, and unapologetically luxurious.
	Model 3: The third outfit dazzled with its striking clash of red and blue hues, combining boldness and harmony in a refreshingly unexpected way. The dress featured elegant, capped sleeves, bringing a touch of refinement to the vibrant, contrasting colours. Glittering beaded embroidery ran down the front panels, drawing the eye and adding depth and texture, turning the design into a true work of art. The intricate detailing and fearless fusion of colours created a captivating look, making this piece an undeniable standout on the runway. It was both daring and elegant, balancing vibrant energy with a sense of sophistication.
Model 4: Model 4 effortlessly captured relaxed, holiday vibes in a chic lace co-ord, pairing a flowing maxi skirt with a stylish crop top for a look that exuded carefree elegance. The ensemble played with textures in a fun and unexpected way, pairing puffed sleeves with slinky straps, creating a playful design. A keyhole cutout in the front of the crop top added just the right amount of allure, enhancing the outfit's breezy, vacation-ready feel. The intricate lace detailing combined with the easygoing silhouette made this set a standout piece on the runway, blending comfort with a touch of romance for the perfect getaway look.

 

 

UP

UP (Universal Performance) is a UK-based ethical and sustainable activewear brand for men and women, recognised for its eco-conscious designs. Ethically produced in Portugal, their pieces are made from recycled fabrics, organic cotton, and Tencel, offering exclusive activewear and athleisure options. Firmly committed to being ANTI fast fashion, UP focuses on creating high-quality, sustainable pieces. 

The brand has also pioneered the world’s first anti-odour organic cotton collection, utilising an eco-friendly solution that prevents bacterial growth and environmental odours, allowing garments to be worn multiple times before needing to be washed—saving water and extending their longevity. 

 

 

Model 5:

This streetwear-inspired look effortlessly brought a laid-back yet stylish vibe to the runway. The outfit featured a matching grey sweatshirt and jogging bottoms, capturing the essence of casual comfort with a cool, contemporary edge. The ensemble was elevated by a belt bag worn across the chest, adding a modern twist that enhanced the urban aesthetic and provided a practical touch. The belt bag not only complemented the outfit’s sleek lines but also underscored its street-savvy flair. Together, these pieces showcased the perfect blend of relaxed street style and current fashion trends, offering a look that was both effortlessly cool and distinctly on-trend. 

 

 

Model 6:  The outfit masterfully combined comfort and style in a way that felt both effortless and chic. A soft grey sweatshirt paired with matching jogging bottoms created a sleek, monochromatic look that perfectly captured the essence of relaxed athleisure. The loose, oversized fit of both the sweatshirt and joggers contributed to an effortlessly cool, laid-back vibe that was ideal for seamlessly blending function with fashion. Elevating the ensemble further, a belt bag was worn crossbody across the chest, adding a touch of practicality while serving as a standout accessory. This thoughtful addition not only enhanced the outfit’s urban edge but also made a bold style statement.

 

 

Fashion M.O.V 

Fashion M.O.V, founded by Mervat Hawary, is a vibrant fashion brand that reflects her unique "My Own View" philosophy. With a mission to empower women to embrace clothing that expresses their individuality with comfort and confidence, MOV's designs embody modern fashion with purpose. 

Focused on mindful practices, MOV offers Limited Edition and Made-to-Order pieces that stand out in contemporary fashion. For SS'25, the brand continues to explore feminine style with playful lengths and lightweight fabrics. 

 

 

Model 7: 

This striking ensemble from the runway featured the limited-edition Jacquard Bomber Jacket and Dress, a true statement piece that effortlessly combined boldness with sophistication. The structured bomber jacket, with its luxurious gold accents, added an opulent touch to the overall look, balancing the vibrant mix of red and blue tones in the dress. The short dress, designed with a flared skirt, created a playful yet polished silhouette, blending femininity with a modern edge. The gold details on the jacket highlighted the outfit’s rich texture, making it both eye-catching and elegant. To complete the look, the model was accessorised with the chic Alessia Headband from Miss Cecconi. 

 

Model 8: This playful, all-black ensemble commanded attention with its bold, eco-friendly flair. The standout piece was the Fraye Fringed Skirt, an A-line design that moved gracefully with every step. Crafted from layered fringes made of recycled plastic, the skirt not only showcased a commitment to sustainability but also added a dynamic, textured element to the outfit. Paired with a chic crop top and edgy boots, the ensemble radiated modern sophistication with a touch of urban cool. This look seamlessly merged eco-conscious design with high-fashion sensibility, making a striking statement on the runway.

 

 

 

Lioness by TF 

Founded in 2023 by Tokunbo Fasoro, Lioness by TF is a fashion brand known for its distinctive design, iconic fabrics, and high quality. It aims to make luxury fashion accessible and empower women, reflecting a commitment to elegance with a modern touch. Each piece is crafted from premium fabrics by local artisans, supporting sustainability and local labour. Lioness by TF also dedicates a portion of sales to global initiatives that uplift women, emphasising that true elegance involves supporting others. 

 

 

Model 9:

This ivory lace dress truly stole the show on the runway with its soft, feminine elegance. The delicate lace design was both intricate and classic, creating a timeless appeal that was hard to miss. The dress had a flattering fit that accentuated the figure, thanks to the buckle belt cinched at the waist. This added a modern edge to the overall look. 

The chic collars helped to blend traditional sophistication with a contemporary twist. They added a refined touch that elevated the dress even further. Overall, this dress is perfect for making a statement at any formal event, combining classic charm with a fresh, stylish flair. 

 

 

Model 10:

The final look featured an elegant ivory lace jacket that took a refined, jacket-style twist on a previous design by Lioness by TF. This jacket, made from delicate ivory lace, brought a dreamy and romantic quality to the outfit, thanks to its intricate lace patterns and graceful texture.  

To balance the softness and detail of the jacket, it was paired with sleek, black trousers. The contrast between the delicate ivory lace and the bold black trousers created a striking visual impact. The outfit was completed with a dramatic black fascinator, which added a bold yet refined touch.