PURE LONDON X JATC UNVEILS THE CATWALK TRENDS OF THE SEASON: A FUSION OF TRADITION, INNOVATION, AND EMPOWERMENT
Pure London x JATC proudly presented this season’s catwalk trends, inspired by the show’s new trend partner, Trendhub by BDA London. Under the show’s theme of Immersive Encounters, this season’s SS25 key trends blend traditional craftsmanship, innovative design and a profound reconnection with womanhood.
Terrie Isaac, Head of Creative at Trendhub by BDA London said, “Trendhub by BDA London are really excited to be collaborating with Pure London, it has been great to share our SS25 forecast, showcasing a selection of our trends for the season.
We have focused on Womanhood which celebrates the triumphs, resilience, and unwavering spirit of women. True empowerment encourages individuals to embrace their heritage, their body and their uniqueness. Cultivate which focuses on hand-crafted designs that boast exquisite attention to detail. Collective where the focus lies in clean, precise silhouettes, creating a streamlined aesthetic that stands the test of time. And Illusory which looks to the limitless possibilities of the virtual world which allow us to transcend physical boundaries and truly escape.”
The Pure London x JATC Catwalk, in partnership with Drapers, is at the heart of the show. Bringing to life thoughtfully curated collections, it showcases an evocative mix of strength, sustainability, and immersive experiences, redefining modern fashion with a multifaceted approach.
Exploring key trends further
2025’s spring/summer season will draw deeply from the physical, social and ancestral experiences of womanhood. Bold and inclusive, the designs are a powerful testament to the resilience inherent in every woman. Empowerment takes centre stage, nurturing a deep sense of self-assurance and confidence. The rich colour palette of teals, deep maroons, and hints of buttered yellow beautifully melds strength with softness, celebrating the complex beauty of womanhood.
Discovering innovative ways to protect our natural environment, the trend of cultivate flows through this season. Blending progressive attitudes with conservation techniques, and drawing inspiration from landscaping and agriculture, fashion adapts to reflect the changing climate. Prioritising progress over perfection, this theme fosters a deeper connection with the outdoors, with muted hues of earth tones alongside dusky rose and sky blue. The garments are designed to enhance understanding and appreciation of harmonious living with nature, seamlessly blending practicality with elegance.
Revitalising minimalism through the raw power of materials, a collective consciousness of necessity drives the designs of this key trend, embracing transparency and authenticity. A sophisticated, pared-back aesthetic rules, with wearable and compelling garments in neutral tones, subtly infused with indulgent details. This trend highlights the beauty of simplicity and the strength of collective creativity.
Defying societal norms and expectations, the illusory trend embraces a free spirit. AI and technology converge to craft immersive experiences with lifelike elements, creating illusions with an ethereal palette. Blending shades of blue and green with whispers of red and yellow, the trend offers a serene and otherworldly ambience, exploring new dimensions of style and self-expression and encouraging individuals to escape into augmented realms.
Brands showing on the catwalk included t shirts and trousers by avant-garde designers Glix Studio, inspired by experimental digital technology. Dresses from Wkndgirl and bags handcrafted Babachic graced the catwalk, alongside timeless pieces from Amarelis, with simplicity at its core. With waistcoats from sustainable brand Nesavaali and accessories from Miss Cicconi, the catwalk showcased a dynamic fusion of innovation and classic elegance, highlighting this season’s trends.
As we navigate the future of fashion, these key trends not only showcase the industry's creativity but also its commitment to sustainability, empowerment, and the celebration of human connection. Don’t miss the catwalks at this year’s Pure London x JATC, with the last day of the show taking place tomorrow, 16th July at Olympia Events. For further information, please visit www.purelondon.com
For further press information please contact: Kate Stafford or Sharon Good at Good Results
Email: kates@goodresults.co.uk
Email: sharon@goodresults.co.uk
Tel: 0203 397 5180
About Hyve
Hyve delivers game-changing impact for people, business and beyond. How? By helping people to make the connections that could change everything, through its portfolio of unmissable events and hyper-productive meetings programmes. Hyve is on a mission to redefine everyone's expectations of events and is using cutting-edge technology and data to amplify their transformative potential. Hyve's retail fashion portfolio includes Pure London, Scoop International, Just Around The Corner and Source Fashion which take place twice a year at Olympia and Moda which takes place at Spring Fair and Autumn Fair at the National Exhibition Centre Birmingham.