The Pure London x JATC Story
Get ready for a fashion dream come true! Since 1997, Pure London x JATC has led the fashion world. As we plan for February 2025, we’re excited to introduce Create | Curate, a more intimate and engaging experience. We’ll offer a curated shopping experience that celebrates the bond between buyers and exhibitors, reinforcing our role as the ultimate fashion destination.
Whether you’re designing or curating, join us in energising the industry and creating fashion magic together!
Introducing…
A Modern Love Story
Inspired by Trendhub’s 25/26 forecast of romanticism and fairytales, this February, Pure London x JATC invites you to join an exciting affair.
Fuelled by a passionate drive for trend-led experiences, we’re casting out the ordinary to unveil a reinvigorated fashion event that will leave you starry-eyed. As the desire for innovation and dazzling collections collide, you’ll uncover inspiration in every edit and discover a touch of magic around every corner.
Our Show Sectors
Woman
Home to the UK’s largest womenswear collection, Pure London x JATC brings together the season’s most wanted pieces with the most striking trends.
Sustainable
Sustainable showcases conscious brands leading the way in addressing their environmental and social impact.
Jewellery
Discover hidden gems your customers will love at the destination for stunning fine jewellery and statement pieces.
Fashion Accessories
Showcasing exciting accessory ranges including handbags, wallets, sunglasses and more.
New For 2025!
The Edit
An exclusive space curated by our Pure Creative Editor, showcasing hand-selected key pieces that embody fresh thinking.
Roundtable Series
Delve deep into critical industry topics with our Roundtable Series. Engage in meaningful discussions on sustainability, navigating exporting and much more with industry leaders and experts.