Pure London x JATC opened yesterday, 14 July, in what it describes as a “joyful” atmosphere celebrating the new season’s collections.
The trade show welcomed retailers from across the world, with buyers from independents and department stores, including Her Dandy Wolf, Renes Fashion, Ella Cru, Urban Chic, N.Shelley, Ruby Room, Masion Quattro, Jarrolds, Pamela Shiffer, Becca Mac, Facy, and more, coming together under one roof at Olympia London.
Exhibitors such as Sugarhill Brighton, LueL, ICHI, Womanhood, Cultivate, Illusory, and more showcased their collections, while the Pure London x JATC catwalk drew in enthusiastic crowds as visitors eagerly anticipated the season’s inaugural trends.
Opening scenes saw designs from Graduate Fashion Foundation alumni, in a continued partnership dedicated to showcasing new talent and providing a unique platform for the fashion industry.
This was followed by trend-scenes curated by Pure London x JATC’s partner Trendhub by BDA London, featuring signature designs from a host of brands bringing this season’s trends to life.
The day closed with the newly launched Pure London x JATC Awards, where brands and designers were honoured for their achievements from ‘Best in Womenswear’ to ‘Best in New to Show’.
The winners
- Best in Womenswear – Another Sunday.
- Best in POP – H4.
- Best in JATC – Tutti & Co.
- Best Sustainable Brand – Oh Kimono.
- Best in New to Show – Nesavaali.
- Best International Brand – Louelle.
- Best in New Emerging Brand – Matilda London.
Gloria Sandrucci, Pure London Event Director, said: “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.”
Juls Dawson, JATC Creative Director, added: “I’ve had the pleasure of working in the 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 establish brands, we thrilled to celebrate the visionaries who continue to inspire and shape the future of fashion.”