Pure London x JATC to focus on “global diversity and fashion innovation” – TheIndustry.fashion

The Pure London x JATC trade show, taking place at Olympia London on 14-16 July 2024, is going all out to highlight diversity and design innovation from a vast array of designers and brands from all over Europe.

Turkish brand Darkmen will present premium plus-size womenswear, including timeless classics and more contemporary designs, while H4, also hailing from Turkey, will showcase innovative technologies and production methods – with statement pieces including shoes, bags and clothes, “drawing inspiration from city and street culture”.

Continuing with the Turkish contingent of exhibitors is footwear from Narin Atelier, bringing over 25 years of industry expertise to its collection of shoes, boots, flats and loafers.

With silk and cashmere, crafted in vibrant colours and unique patterns, Nesscarf will add its Turkish flair to the show, and FK.PYNAPPEL will be introducing its range of 100% Turkish-made womenswear.

Designed in Barcelona, Spain’s NKN will be presenting handcrafted womenswear with a bohemian style and, bringing a fun and arty vibe, Compañía Fantástica joins the Spanish brands with its bold prints at the forefront.

Also from Spain, Skatie will be introducing striking prints in natural fabrics, inspired by nature, art and architecture, with a focus on environmentally conscious practices, and Alpe is bringing its latest collection of comfortable and stylish women’s footwear – utilising high quality materials for its contemporary designs.

EMME Marella from Italy is bringing its versatile designs to the show, and slow fashion label ZEN ETHIC from France will showcase its comfortable and natural collection in colourful prints with organic cotton, printed by hand. Also from France, family-run La Cotonnière will be showing its high quality cotton collection.

From the Netherlands, Pure London x JATC will welcome EsQualo, embracing colourful, Mediterranean flair with its eye-catching designs including blazers, chunky knitwear and “breezy dresses”, as well as tailored dresses and shirts.

Inspired by the French and Italian fashion scene, Marta du Château from Denmark will be showcasing its latest fashion pieces, and other key exhibitors will include Luel from Lithuania, which focuses on linen pieces, contemporary Greek brand ACCESS Fashion, and UK brands including Brakeburn, Komodo and Amy Jane London.

Gloria Sandrucci, Event Director at Pure London, said: “We are thrilled to bring together such a diverse and talented group of designers from around the world.

“This year’s showcase promises to be a true celebration of global fashion, offering attendees a unique opportunity to explore and experience the latest trends and innovations in the industry.”