Hyve Group has announced an exciting expansion of Spring Fair, with the addition of Pure from February 2025. The Pure brand will transition to Spring Fair, which takes place at Birmingham NEC from February 2 to February 5, to sit alongside Moda to create Moda x Pure.
Gloria Sandrucci, event director of Pure London x JATC, commented: “Pure has been a pillar of the fashion industry for over 30 years, showcasing incredible talent and connecting brands with buyers from across the globe. 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.”
“We are incredibly proud of the heritage and success that Pure has achieved as a prominent exhibition for both homegrown and international fashion brands”
Pure’s renowned catwalk will continue to feature prominently at Moda x Pure, highlighting the latest collections and trends. Moda x Pure will also collaborate with a trends partner to offer expert insights, helping brands and buyers stay ahead of the curve.
Jackson Szabo, retail portfolio director at Hyve Group, said: “We are incredibly proud of the heritage and success that Pure has achieved 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.”
Hyve Group’s portfolio in the fashion industry also includes Scoop International and Source Fashion. The next edition of Scoop International will be held at Olympia London from February 9 to February 11. From July 2025, Scoop International will move to the National Hall at Olympia. Source Fashion, the newest addition to Hyve Group’s fashion portfolio which launched in February 2023, will continue to take place twice yearly at Olympia London. The next edition runs from February 18 to February 20.
Jackson added: “By positioning Pure and Moda together at Spring Fair, and focusing on London’s premium fashion events Scoop International and Source Fashion, we will ensure that Hyve Group continues to deliver the commercial opportunities that brands and buyers seek.”