Pure London x JATC, the festival of fashion, opened its doors under the sunshine at Olympia Events, to a joyful atmosphere celebrating the new season’s collections. Welcoming retailers from across the world, and the UK, buyers from independents to department stores including Her Dandy Wolf, Renes Fashion, Ella Cru, Urban Chic, N.Shelley, Ruby Room, Masion Quattro, Belle & Blossom, Jarrolds, Pamela Shiffer, Becca Mac, Facy, Hope Ladieswear and many more, commented on the breadth of offering and caliber of new collections together under the one roof.
Exhibitors were equally positive, returning British brand, Sugarhill Brighton debuted their much-anticipated SS25 Collection; “It’s great to be back at Pure x JATC,” said Stacey Saunders, Wholesale Sales Manager at Sugarhill Brighton, “this Spring/ Summer we’ve embraced our core Brighton style, laid-back, fun and packed with punchy prints, with lots of new fresh dress shapes and collections additions like bags, jackets and separates. We’re seeing great interest in our new outfit building staples and of course, our signature dresses. We can’t wait to see what the rest of the show brings.”
Lithuanian linenwear lifestyle brand, LueL said, “This is the 6th season we’ve been at Pure and we love coming to show our collections here. There are always so many good opportunities to expand. Today (Sunday) we’ve seen lots of international buyers and have opened our first account in Germany. We’ve been designing and manufacturing our Linen collection in Lithuania for the past 20 years and enjoy the experience of coming to Pure London x JATC each season.” Jelena Vainoriene, LueL.
LueL
Rachel Thompson, ICHI said, “It’s been a good opening today to Pure x JATC, we’ve seen a steady flow of buyers, lots of existing who always come to see us here, and some new. We’re looking forward to the next few days.”
LueL
Georgia Charalambous, Creative Consultant at Trendhub by BDA London, opened this season’s Seminar programme with ‘SS25 Key Trend’s. The inspiring session revealed essential trends for the season ahead, helping to guide purchasing decisions for buyers, retailers and suppliers in attendance. “Strength, serenity and confidence inform SS25, where digital and ancestral craft elevate simple pieces;” opened Georgia, “the season ahead sees lightness and depth combine across 4 key trends: Womanhood, Cultivate, Collective and Illusory.”
A celebration of femininity, Womanhood debuts a rich palette of deep burgundies contrasted against ochres, and zephyr tones, with pops of dusty pink and egg yolk tangerines. Materials from slinky poly, plisse and threads of glimmering lurex sit across shapes with long-line halter necks, considered cutouts, power stance power suits and asymmetric details.
Cultivate draws inspiration from nature, with earth tones and greens offset against light blues to create a sense of freshness. Materials here create silhouettes of easy dressing with a sophisticated feel. Collective is a refined hybrid dressing with an organic touch, the palette is warm mocha and espresso tones balanced with dusty blues and bright whites.
Inspired by augmented reality, Illusory is an aesthetic journey from luxe to lounge. Prints are in illusionary forms with delicate stripes and metallic applique whilst colours are quite acidic – bright yellows and blues are contrasted with lilac and dusty purples; colour in this trend is used as a storytelling device.
Ellis Ranson, Celebrity and Fashion Stylist hosted the styling session ‘Seasonless Style: Helping Customers Reimagine Occasionwear All Year Round’. Showcasing designs from Pure x JATC brands, the discussion educated visitors on the importance of versatility in wardrobe staples. “Think about all your customers when curating a look, not just one profile – how can a garment be worn in different ways to give it maximum impact? Most people will already have a base wardrobe, use this as a stepping-stone to create a capsule full of fun for across the seasons. For example, when styling dresses, you really want to speak about what the occasion is, are you wearing with heels for a wedding, or styling with boots for a festival? Co-ords are great for this – take a base midi-skirt and style with a cardigan or layer with a waistcoat for different looks.”
Ellis commented on the show, ‘As a stylist attending Pure London x JATC, it was such a lovely experience as I feel I have been completely inspired and fell in love with boutique fashion all over again! See brands with their own unique style and items ready for next season is any fashion lovers dream.’
The Pure London x JATC Catwalk drew enthusiastic crowds as visitors eagerly anticipated the season’s inaugural trends. Opening scenes saw designs from Graduate Fashion Foundation alumni, in a continued partnership dedicated to showcasing new talent and provide a unique platform to the fashion industry. This was followed with trend-scenes curated by Pure London x JATC’s partner Trendhub by BDA London featuring signature designs from a host of brands to bring this season’s trends to life.
Day one drew to a close with the newly launched Pure London x JATC Awards. Brands and designers were honored for their achievements from ‘Best in Womenswear’, to ‘Best in New to Show’. Taking to the judging panel Pamela Shiffer, owner of Primrose Hill independent boutique, Pamela Shiffer; Fashion Futurist and Senior Account Executive at Retraced, Thakane Bazill; Founder of FNAD, Anton Dell and Celebrity Stylist, Ellis Ranson took to the show floor to preview exhibitors’ new collections.
After much deliberation, winners were chosen as:
- Best in Womenswear – WINNER: Another Sunday
- Best in POP – WINNER: H4
- Best in JATC – WINNER: Tutti & Co
- Best Sustainable Brand – WINNER: Oh Kimono
- Best in New to Show – WINNER: Nesavaali
- Best International Brand – WINNER: Louelle
- Best in New Emerging Brand – WINNER: Matilda London
Gloria Sandrucci, Pure London Event Director says, “We’re delighted to celebrate the exceptional talents, innovative ideas and achievements within our industry. This event is a testament to the creativity, passion and dedication of our fantastic brands and designers, spotlighting the resilience that defines our industry. Each of our winners have bought something unique to Pure x JATC, mirroring the diversity and innovation that makes the fashion world so vibrant and exciting.”
Juls Dawson, JATC Creative Director, continues, “I’ve had the pleasure of working in the fashion industry for over 20 years and it’s our privilege to acknowledge those who have stood out at this year’s show. From emerging designers to establish brands, we thrilled to celebrate the visionaries who continue to inspire and shape the future of fashion.”
Pure London x JATC is on until Tuesday 16th July.
For further information on Pure London x JATC please visit www.purelondon.com.