PRESS RELEASE: London, 11 July 2024 –The Hyve Group is thrilled to announce that Pure London, JATC, and Source Fashion will be returning in February 2025. This announcement represents a major advancement in the evolution of the connections between its fashion events and the introduction of the Create/Curate proposition, which aims to encourage responsible production while also inspiring better buying.
From February 9–11, 2025, Pure London, JATC, and Source Fashion will reunite at Olympia London to highlight the value of both creation and curation in the fashion industry. Curate your in-store collections at Pure London x JATC, or design your ranges at Source Fashion.
Hyve has been the driving force behind the UK’s fashion shopping scene for more than 30 years, fostering possibilities and experiences that will never be forgotten. The goal is to identify the whole fashion ecosystem it currently serves and address the requirements of that community starting in February 2025. so elevating Hyve’s fashion events, relationships, and capacity for significant change-making.
Create/Curate perfectly captures the demands of the dynamic fashion business. In order to provide retailers with inspiration and fresh merchandise that they can put immediately into their stores, Pure London and JATC collaborate with retailers to curate the highest caliber collections from wholesalers and designers. But an increasing number of brands and retailers are searching for range creation—a direct path to producers. This community of designers, brands, retailers, and companies that must responsibly develop and produce their collections is catered to by Source Fashion.
Gloria Sandrucci, Event Director, Pure London, Hyve Group says, “This is an exciting new story for our fashion retail shows driven by the feedback and needs of the buying community. We are proud to present Create/Curate, an initiative that underscores the significance of our events as a unified fashion destination. Whether creating a range or curating a collection, this joint proposition inspires better buying and empowers responsible production, clearly showcasing our role as the essential destination for fashion professionals.”
“Together we will foster a new ecosystem that fuels the fashion industry by recognising the interconnectivity of our visitors and exhibitors. This new approach enables us to support the industry at scale and provide buyers with a proposition that meets their requirements.”
Source Fashion, now the largest garment manufacturing show in Europe, has experienced exponential growth since its launch in February 2023. Next February, Source Fashion will move into the Grand Hall Olympia, continuing its impressive growth trajectory. Simultaneously, Pure London x JATC will enhance its core proposition with curation taking centre stage in the National Hall.
Suzanne Ellingham, Director, Source Events, Hyve Group says, “Our growth narrative is distinct; since the show’s debut the previous year, we have intensified our efforts to assist consumers in making wiser purchases, and this has established a rapport with the fashion industry. Finding ethical producers and assisting retailers and brands in creating the transparent, ethical supply chains that support the lovely items that customers adore are clearly needed in the market.
It is evident that the support of our partners, agents, and financing agencies is what keeps the show going strong as we look ahead to February and the expansion and debut into new areas. This is reflected in our move into the Grand Hall, which will enable us to keep expanding.
Sandrucci adds, “As the Curate element of the new umbrella brand, it allows us to really focus in on what the show does best. Pure London x JATC’s evolution will place curation and editing at its core. The February edition will see a greater focus on curating the best womenswear and accessories brands from around the world.
