New designers exhibit at Pure London

In just two months’ time the next edition of Pure London x JATC, the Festival of Fashion, will take over the iconic Olympia London.

New designers exhibiting at Pure London Among the diverse and extensive showcase of exhibitors, Pure London x JATC will host a collective of new brands, some choosing the show as their launch pad and others as a platform to reconnect with the market and find new clients.

With 47% of exhibitors showing at Pure London x JATC for the first time this July, retailers and buyers can be inspired by new collections that will make their shops special and different, making it a must-visit show.

51% of first-time exhibitors showing are womenswear brands and the show's largest destination, Woman, will welcome these brands to the line-up. Abebi captivated the global fashion scene with the unveiling of their highly anticipated 'Serenity Collection' earlier this year and under the visionary leadership of Creative Director, Seyitan Atigarin, the first ready-to-wear collection is set to redefine luxury, promising an unforgettable fusion of both cultural richness and contemporary flair.

Celebrating the opulence of African fashion the designs are infused with avant-garde aesthetics and include elegant dresses and jumpsuits. Danish brand Americandreams specialise in high quality knitwear using colourful mohair designs, NAYLAB OFFICIAL a traditional craftsmanship brand which uses only handwoven fabric from a handloom silk brocade to create dresses, tops and accessories, and Becca & Co, a Barcelona-based fashion brand bringing urban streetwear aesthetics into the design of high-quality basics.

From Rome, Favette is an independently run brand offering vibrant and sophisticated sleepwear and clothing that promote self-love in our every day. HOLLYYZ will be launching their first-ever adult collection at the show, which complements their existing kids' collection perfectly. Crafted from premium fabrics and materials, each piece exudes luxury and sophistication, maintaining the same high standards as our children's line.

With meticulous handmade details, the collection offers effortless elegance and comfort, making it perfect for any occasion. Further first-time exhibitors to look out for include Bhanuni by Joti, House of Kind London, AndyAnn, Philever, Gianna Collection, Matteo Duca Design and PREEVIN. The POP destination will host exciting new brands including H4, famous for its streetwear style dominated by black and white colourways and inspired by the energy of city life and culture, Sky Unique Brand created by a 12- year-old multicultural entrepreneur, Sky, this casualwear brand includes a selection of tracksuits, hoodies and jackets as well as streetwear brands Worldfamous and Keyah Muti.

Sustainable brand Bohemia work in close partnership with grass roots artisans and fair trade organisations in Morocco, India and Turkey to produce desirable collections of handcrafted accessories.

A focus on botanicals is key to the Bohemia collections for 2024, using largely plant based materials and designs featuring flowers and vegetables, this year is a celebration of nature and an appreciation for slow living.

For summer 2024 Bohemia will introduce a new range of hand block printed accessories to complement their popular quilted wash bags and zip pouches.

A robe and slippers in prints to match, along with a new sage and dusty terracotta colour way across the whole collection. Visitors will also discover new brands within Accessories including SOCKERS, Marke Tree, Miss Cicconi, OBA Couture and Salisa Scarves. For visitors wanting to add lifestyle products to their mix, newcomers within the Lifestyle Destination include Hamdah London who produce fragrances made with the finest natural ingredients, all while prioritizing sustainability, and Kai Beauti a leading provider of luxury-led makeup cases, compact mirrors, and beauty tools.

With their commitment to elegance, functionality, and innovation, Kai Beauti sets the standard for excellence in the beauty industry. "We are thrilled to unveil our newest offerings at the Pure London x JATC," said Annika Abrol, Founder and CEO of Kai Beauti.

"At Kai Beauti, we believe that beauty should be an indulgent experience, and our latest products embody that ethos perfectly. From the playful designs of the Bella Compact Mirrors to the portability of the Nova Travel LED Mirrors, we are confident these additions will elevate our customers beauty routine".

4 The Bants, have a range of luxury and functional hoodies with 100% silk lined hoods ensuring no more bad hair days. Their mission is to infuse joy and light-heartedness into every quality garment they create.

Sustainable is set to showcase a carefully curated selection of conscious exhibitors leading the way in addressing their environmental and social impact. Handmade in London, Sharne Dean produces simple bodysuits for women while UP was born from a passionate belief that performance wear should do good everywhere.

From empowering the bodies, minds and souls to giving us confidence in our homes, parks and gyms. From supporting traditional skills in communities around the world to safeguarding nature and its resources.

The clothing features an eco-friendly innovative technology that's better for the environment. Womenswear brand Nesavaali is all about the unique aesthetic in the lifestyle of an urban woman. The designs are both modern and refined creating a staple statement. Intricate, rich, bold, fresh the collections are sustainable with zero wastage.

Gloria Sandrucci, Event Director at Pure London says, "I am very proud to welcome so many new brands to Pure London x JATC. As London's Festival of Fashion, we attract buyers and visitors from all over the country and abroad and connect them with hundreds of exciting brands. Our trend reports, styling sessions and industry leading seminars are invaluable resources for a brand launching their collection in the UK. The line-up of new exhibitors this season will certainly impress buyers and visitors and we can expect to see more added to the roster in the weeks ahead."

Juls Dawson, Creative Director, JATC says, "In the ever-changing landscape of retail, now is more important than ever for buyers to seek out newness and cement relationships with existing brands. Pure London x JATC as always, has so much to offer and should be on every discerning buyer's calendar this July." Pure London x JATC, will take place on the 14th-16th July 2024 at Olympia London.

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