This move marks a significant shift in the location and format of Pure London.
- Originally scheduled for Olympia London, the event will now take place at the Birmingham NEC.
- The trade show will merge with Moda and Spring Fair, forming Moda x Pure.
- The change is part of Hyve Group’s strategy to adapt to market demands.
- Footwear presence and a catwalk show will be key features of the new format.
The highly regarded Pure London, a staple in the fashion trade show calendar, is set to change both its location and format for its next edition. Originally slated for Olympia London in February 2025, it will now occur at Birmingham’s NEC from 2-5 February 2025. This move integrates Pure London with other renowned shows, Moda and Spring Fair, under the new name Moda x Pure.
The decision to merge these shows represents a strategic shift by Hyve Group to respond to changing industry dynamics. Hyve had previously acquired the Just Around the Corner (JATC) trade show, further consolidating its offerings. From February 2025, JATC will become part of the newly formed Moda x Pure, enhancing the event’s position as a central hub for fashion buyers and brands.
Jackson Szabo, retail portfolio director at Hyve Group, highlighted the necessity of this move. He stated, “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.” However, he also acknowledged that continuing with the current format was no longer viable given the market evolution.
While the main show shifts locations, other events maintain their schedule. Scoop, a womenswear show, will remain at Olympia West from 9-11 February 2025. Similarly, Source Fashion will continue at Olympia London on 18-20 February 2025. Each of these events offers unique opportunities and will continue to attract their respective audiences.
A notable addition in the upcoming Moda x Pure will be an increased emphasis on footwear, alongside Pure’s signature catwalk shows. These elements aim to bring more diversity and excitement to the event, ensuring it meets the evolving needs of the fashion industry.
The relocation and merging of Pure London with other trade shows is a forward-looking move by Hyve Group, ensuring its continued relevance and leadership in the fashion events sector.
