Pure London will be relocated to Birmingham NEC and rebranded as Moda x Pure from 2-5 February 2025, shifting from Olympia London. The merger with JATC creates a more sustainable trade event focused on industry evolution, with Jackson Szabo highlighting its necessity for ongoing relevance.
Pure London will be hosted at Birmingham’s NEC alongside Moda and Spring Fair from 2-5 February 2025, moving from its original venue at Olympia London. The show will now be rebranded as Moda x Pure, following Hyve Group’s merger of the Pure London and Just Around the Corner (JATC) trade shows. The integration aims to adapt to the evolving market, with increased focus on footwear and Pure’s catwalk show. While Moda x Pure shifts venues, Scoop will continue at Olympia West, and Source Fashion will take place at Olympia London in February 2025. Jackson Szabo of Hyve Group emphasised the importance of adapting the format to ensure sustainability and relevance in the industry.
The Pure London trade show, a significant event for both UK and international fashion brands, is transitioning from its long-standing location at Olympia London to the Birmingham NEC. This change reflects a broader effort by Hyve Group to consolidate fashion events and enhance the commercial viability of the exhibitions amid shifting market demands. The rebranding to Moda x Pure signifies a strategic evolution from past formats, with a promise of expanded offerings to cater to the industry’s needs.
The relocation and rebranding of Pure London to Moda x Pure at the Birmingham NEC represents a strategic adjustment by Hyve Group to ensure the ongoing success and relevance of their trade events. Increased footwear showcase and integrated offerings exemplify their commitment to evolving with the fashion market. This move aims to provide enhanced commercial opportunities for fashion brands and buyers.
Original Source: www.drapersonline.com