Pure London x JATC and Source Fashion unified by new ‘create/curate’ umbrella brand – TheIndustry.fashion

Trade shows Pure London x JATC and Source Fashion have confirmed their return for February 2025, unified by a new create/curate proposition, designed to inspire better buying whilst empowering responsible production.

The two events will take place at Olympia London from the 9-11 February 2025, together emphasising the importance of both creation and curation in the business of fashion.

As the curate element of the new umbrella brand, Pure London x JATC will place curation and editing at its core, with the February edition championing a greater focus on “curating the best womenswear and accessories brands from around the world”.

Meanwhile, Source Fashion will form the create side of the proposition, attempting to fuel responsible range creation across womenswear, menswear, accessories and footwear as more brands and retailers look for a direct route to manufacturers.

Together, the proposition will allow event organiser Hyve to show that the UK finally has a large-scale fashion trade show that “reflects the needs of its entire buying and sourcing community under one roof”.

Next February, Source Fashion will move into the Grand Hall Olympia, while Pure London x JATC will take centre stage in the National Hall.

Gloria Sandrucci, Event Director at Pure London via Hyve Group, said: “This is an exciting new story for our fashion retail shows driven by the feedback and needs of the buying community. We are proud to present create/curate, an initiative that underscores the significance of our events as a unified fashion destination.

“Whether creating a range or curating a collection, this joint proposition inspires better buying and empowers responsible production, clearly showcasing our role as the essential destination for fashion professionals.

“Together we will foster a new ecosystem that fuels the fashion industry by recognising the interconnectivity of our visitors and exhibitors. This new approach enables us to support the industry at scale and provide buyers with a proposition that meets their requirements.”