Pure London trade show moves to Birmingham’s NEC

Pure London will be located alongside Hyve Group stablemates Moda and Spring Fair at the Birmingham NEC on 2-5 February 2025.

It was originally due to be held at Olympia London on 9-11 February 2025.

The integrated trade show will now be renamed Moda x Pure.

Hyve Group acquired Just Around the Corner trade show in August 2023 and merged the two shows to form Pure London x JATC. From February 2025, JATC will be absorbed into Moda x Pure.

Moda was held alongside Spring Fair for the first time in February 2021 following the impact of the Covid pandemic on the trade show calendar.

Womenswear's Scoop will remain at Olympia West as scheduled on 9-11 February 2025. Source Fashion will run be held at Olympia London on 18-20 February 2025.

Drapers understands the new iteration of Moda x Pure will include an increased footwear presence, and Pure's catwalk show.

Jackson Szabo, retail portfolio director at Hyve Group, said the show in its current form was unsustainable: “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.

"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. By positioning Pure and Moda together at Spring Fair and focusing on London’s premium fashion event Scoop and Source Fashion, we ensure that Hyve Group continues to deliver the commercial opportunities that brands and buyers seek.”