Pure London, the UK’s largest Festival of Fashion, has announced that from February 2024 Just Around The Corner (JATC) will unite with Pure London to create Pure London x JATC, sitting under Hyve’s retail division umbrella.
The inaugural combined show will be held at Olympia London from February 11–13, 2024, and will feature a wide range of designers and businesses for buyers. The new locations will be altered to bring all men’s, women’s, and unisex clothing, as well as jewellery, watches, and accessories, under the roof of the Grand Hall.
Gloria Sandrucci, Event Director at Pure London x JATC, commented: “This is a landmark development in the history of these two fashion shows driven by the vision and desire to make buying easier and better for buyers.”
To provide a seamless shopping experience, Pure London x JATC will showcase a handpicked collection of over 300 brands, all organised in clearly defined categories. Hyve Group is providing a wide spectrum of fashion enterprises, from emerging designers to well-established luxury labels, by combining the two shows.
