Pure London X JATC grows POP destination for the February show

The first combined Pure London x JATC show, the London festival of fashion, at Olympia London from the 11-13th February 2024 will host an enlarged POP destination which leads the fashion conversation with the newest, most diverse fashion collections and embraces inclusivity with gender fluid, culturally inspired collections.

Pure London X JATC model image Buyers will discover an array of new brands and returning favourites who are creative, fun, cultured and environmentally tuned-in. Inspired by pop culture, POP offers a diverse selection of alternative streetwear, gender fluid collections, vintage labels, festival fits and tech infused pieces.

Set to have big impact this season is Audrey Hamilton Apparel, an Irish premium fashion brand designed by pop and abstract artist Audrey Hamilton.

Recently nominated for the Rising Star Award, Audrey is an established and much-loved artist who combined her love of fashion and art to design this unique collection.

Creating a captivating experience, located near the Pure London catwalk, the collection will be presented in an art gallery style installation which will showcase key pieces of art with an edited and corresponding collection of fashion. The Social Club London is an inclusive collection of loungewear and accessories.

A brand that feels different to others, even with the familiar happy face branding. With its own unique 'feelgood' factor the collection resonates with people of all genders and ages with the versatility to be styled and worn differently to showcase the wearer's personality. Buyers can expect the signature black and gold styles plus new colourways for the season to come.

RAINMAKR LONDON has a range of print designs from mainstream pop culture to unique artwork that complements their Millennial and Gen Z demographic. Product style and colours are kept simple with the focus being put on material and custom sizing.

Launched in AW23, Finding Friday introduces a trend inspired, versatile and flattering collection made using luxurious fabrics – designed in house from sketch to store. Visitors will discover their SS24 capsule, shot in the beautiful streets of Seville and focusing on key prints and metallic detailing. South Beach caters to the vivacious, free-spirited fashionista, who's not afraid to make a statement.

The distinctive collections feature swimwear, resort-wear and accessories – using sustainable and interesting fabrics. Rejoice Bozho, a recent fashion major graduate, designs a visionary luxury street style brand that redefines hiking couture. The first collection was met with storms of approval for its fusion of high-end luxury and street style sensibilities, seamlessly bridging the gap between red carpet glamour and everyday functional wear.

Also joining the Pure London showcase for the first time is Railroad Boutique, Pistachio, Girl In Mind, Pheme Paris and Mag Initials. Alongside the myriad of new and emerging brands at POP, buyers will find returning favourites Nova of London, Glamorous, AX Paris, Lace and Beads, PunkyFish and Heretic Nine.

London-born Nova of London will present an extensive fashion-led collection with a distinctive style, mixing innovative and wearable designs with the latest trends. Providing a one-stop shopping service, the range includes dresses, separates and outerwear made in beautiful fabrics from sequins to fine knits.

Global powerhouse Glamorous returns to POP for a second season with a collection for girls who aren't afraid to make and break the fashion rules. Inspired by social media, pop culture and influencer style it is ahead of the curve with fresh new styles added every day. The range of must-wear styles is defined by innovative fabrics, exciting prints and beautiful silhouettes. Heretic Nine is an independent Shoreditch based brand inspired by global streetwear and subcultures.

Concept-led fashion collections are designed to enable and inspire self-expression for non-conformists and creative misfits.

Gloria Sandrucci, Pure London Event Director says, "In only its second season POP is surpassing all our expectations and attracting an incredible selection of new and energetic brands. The destination is at the cutting-edge of fashion and offers buyers an edit of collections exploring new technologies and innovation in a style inspired by pop culture and street style."

Pure London x JATC, The London Festival of Fashion, will take place on the 11th – 13th February 2024 at Olympia London, presenting a curated selection of over 300 brands. Scoop International will also take place on the 11th-13th February 2024 at Olympia West. For further information on Pure London x JATC please visit www.purelondon.com

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