Pure London will operate as part of Spring Fair in Birmingham next year, marking the conclusion of Pure London x JATC as a standalone event at London Olympia.
From 2-5 February 2025, Pure will transition to Spring Fair at Birmingham NEC to sit alongside Moda to create ‘Moda x Pure’.
The move aims to strengthen Spring Fair’s position as a destination for the fashion sector, driven by evolving market conditions and the desire for a more integrated buying space for fashion retailers.
As part of this, Pure’s catwalk will feature at Moda x Pure, continuing to showcase the latest collections and trends to inspire buyers. The event will also collaborate with a trends partner to offer expert insights.
Gloria Sandrucci, Event Director of Pure London x JATC said: “Pure has been a pillar of the fashion industry for over 30 years, showcasing incredible talent and connecting brands with buyers.
“Its legacy is one of creativity, innovation, and fostering strong industry connections, and we are very proud of what it has achieved. Transitioning Pure to Spring Fair ensures its spirit continues in a way that reflects the changing needs of the industry.”
Already attracting relevant London-based buyers, events firm Hyve Group said Spring Fair is “natural fit” for the transition.
It hopes to ensure that Pure’s legacy continues, in a format that better meets the needs of today’s fashion industry.
Jackson Szabo, Retail Portfolio Director at Hyve Group said: “We are incredibly proud of the heritage and success Pure London has achieved over the past 30 years as a prominent exhibition for both homegrown and international fashion brands. Despite this rich legacy, the show in its current format is no longer sustainable in today’s market.
“As the industry evolves, it’s crucial for us to adapt our offerings to strengthen Hyve Group’s position at the forefront of fashion events.
“By positioning Pure and Moda together at Spring Fair and focusing on London’s premium fashion event Scoop and Source Fashion, we ensure that Hyve Group continues to deliver the commercial opportunities that brands and buyers seek.”
Hyve Group’s portfolio also includes Scoop International and Source Fashion. The next edition of Scoop International takes place at Olympia London from 9-11 February 2025.
Meanwhile, Source Fashion, which first launched in February 2023, will continue to take place twice a year at Olympia London. The next edition will run from 18-20 February 2025.
