Glamour takes centre stage at Pure London x JATC

The inaugural Pure London x JATC show, the London festival of fashion, taking place from the 11-13thFebruary 2024, is set to shine with a line-up of glamorous collections across womenswear and jewellery.

Amorito at Pure London x JATC Welcoming an increased number of dynamic brands, the announcement has set the stage for the UK's most comprehensive fashion show where retailers can discover everything under one roof, at the iconic Olympia London.

In Woman, Simply Divine specialise in beautiful occasion dresses designed for proms, bridesmaids, special events and bespoke bridalwear. A feast for the eyes, the collection features embroidery, lace, embellishment, and corsetry in every shade of colour in styles designed to flatter and showcase.

Joining the line-up is Phil-Glams offering a totally unique brand of bespoke stunning evening wear, which celebrates opulence and intricacy and Frock and Frill design elegant and feminine special occasion dresses in house. The brand has a unique flare for combining classic vintage shapes with modern trends, catwalk inspiration and artisanal embellishments.

Visitors will also discover FP&Co Paris presenting a chic and contemporary collection of dresses which celebrate colour, print and detailing. Whimsical, nostalgic, and ultra-romantic, Fanciful Doll presents exquisitely feminine, high-end dresses featuring historically designed silhouettes with a modern touch and exclusively designed organza prints.

Australian, Portia & Scarlett is renowned for its stunning pageant looks and commitment to crafting stylish dresses that feature contemporary fabrics, trending color palettes, and expert construction. The label combines innovation and tradition to create breathtaking collections offering a timeless and enchanting experience for those seeking unparalleled elegance.

Global powerhouse Glamorous creates 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 includes a collection of striking occasion wear defined by innovative fabrics, exciting prints, and beautiful silhouettes.

Complementing the array of beautiful occasion wear, the Jewellery destination in JATC will host a stunning selection of fashion and fine jewellery set to WOW buyers. Fashion, demi-fine, and fine jewelry collection Amorcito, stand out for its use of natural gemstones effortlessly combined with beautiful metals. The FL Private Collection will showcase elegant and delicate jewellery inspired by Ancient Greece and the exploration of new materials.

QueenMee specialise in glamorous hair accessories and brooches with statement embellishment and striking designs. Handmade in Buenos Aires, Argentina Sibilia is a modern line of brass jewellery, hailing from the Abasto district, famous for its tango and filigrana, the line invokes Pre-Columbian art and culture, combining it with artisanal wisdom to produce dramatic, hand-molded pieces created with passion and magic. Narratives The Line, a bold, bright and celebratory range of jewellery and scarves that mixes materials and techniques.

The iconic resin bangles will be joined by playful earrings and statement necklaces. Gloria Sandrucci, Pure London Event Director says: "Pure London x JATC brings together a vast array of stunning womenswear collections from the traditionally elegant to the modern and striking. Over the last two seasons we have showcased more jewellery brands and the number signing up continues to grow for February which is fantastic to see. I am so proud of the extensive range of fashion and jewellery we are bringing together under one roof, making the experience for buyers as productive, cohesive, and exciting as possible."

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

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