Pure London x JATC, billed as the UK’s largest festival of fashion, has revealed a theme of ‘Cabinet of Curiosity’ for the first combined show, which will be held from February 11 to February 13 at Olympia London.
Created in collaboration with the show’s trend agency partner Vesuvius, Cabinet of Curiosity will set the scene for this landmark event that will offer buyers a transformed show with an increased number of inspirational fashion designers and brands.
Cabinet of Curiosity aims to transport visitors ‘to another world, a lively new direction in fashion that inspires a sense of wonder, experimentation, and joy’. Malaika Ewande, founder of Vesuvius, said: “The main inspiration for the theme was the undeniable fact that we have been seeing markets melt into each other on several levels in the industry – so much so that the resulting products invite curiosity and mystery in the best way possible!
“Cabinet of Curiosity introduces a space in which the newer values and visions attached to fashion (namely conscious-consuming, holistic craftsmanship and a taste for original, creative and lasting products) all collide through contemporary art-inspired designs, that bring life and movement to the season.”
A rich and energising colour palette featuring earthy shades of peat, buckskin, brown rice and deep red, balanced by serene calming shades of mist and faded denim tones, represent the exploration of contrasts in the Cabinet of Curiosity.
The theme will be presented in a dynamic set of graphics and imagery running throughout the season’s campaign and will be brought to life at the show’s catwalk and feature areas.
Gloria Sandrucci, event director of Pure London, commented: “I’m extremely excited about our Cabinet of Curiosity theme for February’s show. It gives us the opportunity to have fun and be truly creative while also capturing the mood of the industry. This season, buyers can expect a totally transformed show and I look forward to seeing this brought to life at Olympia London.”
Juls Dawson, creative director of Just Around The Corner, added: “The Cabinet of Curiosity theme perfectly encapsulates the positivity and sense of anticipation surrounding the new joined-up format of February’s inaugural Pure London X JATC, and will epitomise the myriad of discoveries and connections our brands and buyers will experience.”
Visitors to Pure London x JATC can discover all the trends for the new season presented by Malaika Ewande from the catwalk on Sunday February 11 and Monday February 12, and exhibitors will be invited to an exclusive trend breakfast pre-show on Monday February 12.
Pure London x JATC will present a curated selection of more than 300 brands. Scoop International will also take place from February 11 to February 13 at Olympia West.
For further information on Pure London, visit www.purelondon.com.
To join the Pure London X JATC exhibitor line-up, contact Gloria Sandrucci and Juls Dawson at
Gloria.Sandrucci@purelondon.com and juls@justagroup.co.uk
