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Having Fun With Fashion

The first combined show featuring Pure London x JATC, (11-13 February 2024 at London’s Olympia), is taking Cabinet of Curiosity as its theme, with over 300 brands exhibiting. Created in collaboration with the show’s trend agency partner Vesuvius, founder Malaika Ewande explains: “It’s a lively new direction in fashion that inspires a sense of wonder, experimentation and joy.”

She continues: “It introduces a space in which the newer values and visions attached to fashion – conscious consuming, holistic craftsmanship and a taste for original, creative and lasting products – collide through contemporary art inspired designs that bring life and movement to the season.”

Above: A recent Pure London catwalk.
Above: A recent Pure London catwalk.

Gloria Sandrucci, event director at Pure London, adds: “It gives us the opportunity to have fun and be truly creative, while also capturing the mood of the industry.  Buyers can expect a totally transformed show.”

Enthuses Juls Dawson, creative director at Just Around The Corner (JATC):“The Cabinet of Curiosity theme encapsulates the positivity and sense of anticipation surrounding the new joined up format of February’s inaugural Pure London X JATC. It will epitomise the myriad of discoveries and connections our brands and buyers will experience.”

Top: Pure London x JATC exhibitors include Archeval (left) and Nathan Beard (right).

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