Pure London is moving to Birmingham’s NEC from 2-5 February 2025, joining Moda and Spring Fair, and will be renamed Moda x Pure. This change follows the acquisition of JATC by Hyve Group and reflects the need for adaptation in the fashion trade show landscape.
Pure London will now take place at Birmingham’s NEC from 2-5 February 2025, alongside Moda and Spring Fair. Originally set for Olympia London on 9-11 February, the event will be rebranded as Moda x Pure. This change follows Hyve Group’s acquisition of Just Around the Corner (JATC) in August 2023, merging it with Pure London. The new format aims to strengthen the event’s focus on the evolving fashion industry and enhance commercial opportunities for brands. Meanwhile, Scoop will remain scheduled at Olympia West on the same dates, and Source Fashion will occur the week thereafter on 18-20 February at Olympia London.
The relocation of Pure London to Birmingham’s NEC marks a significant shift in the UK’s fashion trade show landscape. Originally a staple at Olympia London, changes in the market have prompted Hyve Group to adapt and rebrand the event as Moda x Pure in conjunction with JATC. This move aims to consolidate events and create a more sustainable and relevant platform for brands in the fashion industry, reflecting shifts following the Covid pandemic.
The transition of Pure London to Birmingham’s NEC signifies a major evolution in fashion trade shows. By merging with JATC and aligning with Moda, Hyve Group aims to better serve industry needs and provide essential commercial opportunities, ensuring the continuity and adaptation of their events in a changing market.
Original Source: www.drapersonline.com