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Fashion Forward At Pure London x JATC

The first combined Pure London x JATC show will be taking place at London’s Olympia from 11-13 February, featuring a trade collective of global fashion designers, brands, buyers, creative minds and inspiring trends, as well as an impressive line up of speakers.

Opening the first combined show will be event director of Pure London, Gloria Sandrucci, and JATC creative director Juls Dawson, discussing the  fusion of Pure London and Just Around The Corner, with both giving exclusive insights into the vision behind the union and what it means for the show.

Left and right: event director of Pure London, Gloria Sandrucci, and JATC creative director Juls Dawson
Left and right: event director of Pure London, Gloria Sandrucci, and JATC creative director Juls Dawson

The show will be offering an exclusive content programme across global fashion designers, brands, buyers and creative minds, as well as the upcoming trends. There will be exclusive trend sessions from Malaïka Ewande, founder and creative director of creative consulting bureau Vesuvius; panel discussions addressing the future of the fashion industry and the challenges facing retailers; seminars and styling sessions from industry leaders and a series of sustainability workshops as well as the highly anticipated catwalk shows featuring an exclusive partnership with Graduate Fashion Week. 

Above: Malaïka Ewande, founder and creative director of creative consulting bureau Vesuvius
Above: Malaïka Ewande, founder and creative director of creative consulting bureau Vesuvius

AW24 Trend Update: A Tale of Balance and Creativity will guide visitors through two of the season’s mega trends, Overstimulated and Reformed Maximalist and Trend Update: Why So (Un)serious? will explore the trend for fun and mood boosting fashion.

Sunday 11 February will also host journalist Eric Musgrave and JATC director Juls Dawson who will explore the reintroduction of menswear at Pure London x JATC and what this exciting category has to offer. Jill Wanless, celebrated stylist and former editor of Hello! Fashion Monthly, LOOK and Clique will present a masterclass in styling with a focus on Quiet Luxury and Tonal Pared-Back Chic, with Sunday closing with Jo Bohling, founder and director of The Fame Agency delivering an enlightening session on leveraging technology to authentically connect with influencers and propel brand growth.

Above: Jill Wanless, celebrated stylist and former editor of Hello! Fashion Monthly, LOOK and Clique.
Above: Jill Wanless, celebrated stylist and former editor of Hello! Fashion Monthly, LOOK and Clique.

Monday will continue with a series of inspiring sessions including Anna Wood, business mentor and former retailer, presenting an empowering session designed to propel retailers on their journey in the fashion industry and Amy Hobson, partner and trainer at Social B on how to leverage social media to build a thriving and resourceful fashion brand online.

Sustainability will be championed across the entire event with the dedicated Sustainable destination showcasing a carefully curated selection of conscious exhibitors leading the way in addressing their environmental and social impact, informing exhibitors of the challenges facing the industry and how to take steps to overcome them and by taking practical steps to become a more sustainable event. The Independent Retailers Sustainability Tool Kit is also available to all visitors along with bespoke advice at The Sustainability Hub.

Olivia Pinnock, fashion journalist, lecturer, sustainable fashion advocate and sustainability ambassador for Pure London x JATC will lead a series of interactive workshops focusing on messaging and visibility, confidently enforcing sustainable practices and preparing for a sustainable future. On the catwalk, a divisive panel discussion will explore the multifaceted landscape of sustainability in the fashion industry with Jordan Wake, fashion sustainability journalist, Katherine O’Driscoll, director SP & KO and Simon Platts, ceo and founder, Recomme. The discussion will be  moderated by Rachel Kim, founder, Circular Earth.

Elsewhere, the catwalk show will run eight times across the three-day event.Each show will bring to life the trends of the new season with key pieces from exhibitors edited and styled on models.  Demonstrating the event’s commitment to fostering emerging talent and supporting the next generation of fashion innovators, Pure London x JATC will continue their partnership with Graduate Fashion Week and former winners will showcase their designs as part of the Pure London x JATC catwalk, alongside the established brands.

The content schedule on Tuesday afternoon will focus on advice for those starting their journey in the fashion industry. In an extension of the Graduate Fashion Week partnership, Megan Doyle, associate director of the Graduate Fashion Foundation, will host a panel of recent graduates and industry leaders who will share their experiences and advice on navigating the fashion industry after graduation. Jill Wanless will also return with an exclusive mentoring session discussing the diverse career options in fashion with practical insights and advice for those wanting to get into the fashion industry.

Visit www.purelondon.com

Above: A recent Pure London catwalk.

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