Pure London, a renowned womenswear trade show, is set to relocate to Birmingham NEC in February 2025.
- Originally planned for Olympia London, the show will now merge with Moda and Spring Fair, forming Moda x Pure.
- This move is part of a strategic effort to maintain the relevance and sustainability of fashion trade events.
- Hyve Group seeks to strengthen its position by consolidating these events into a flagship occasion at Birmingham NEC.
- The revised format promises an enhanced focus on footwear and the continuation of Pure’s popular catwalk displays.
Pure London, a leading womenswear trade show, will be moving from its initially scheduled venue of Olympia London to Birmingham NEC for the February 2025 edition. The decision to relocate and merge with Moda and Spring Fair is a strategic move by Hyve Group to enhance the event’s viability and appeal in the evolving fashion industry.
The newly combined event will now be known as Moda x Pure, marking a significant change in the way these trade shows are presented. This shift aligns with Hyve Group’s strategy to streamline its portfolio and offer more consolidated, comprehensive events to fashion industry participants.
Hyve Group, which acquired Just Around the Corner trade show in 2023, has decided to integrate JATC into Moda x Pure from February 2025. The merger reflects efforts to adapt to market demands and ensure continued opportunities for commercial engagement.
Jackson Szabo, retail portfolio director at Hyve Group, has expressed pride in Pure London’s legacy, acknowledging that despite its historical success, the traditional format was no longer viable. Szabo emphasised the importance of evolving alongside the industry to preserve Hyve’s leadership in fashion events.
In its new format, Moda x Pure is expected to include a stronger emphasis on footwear, an area of increased interest. Attendees can also look forward to the renowned catwalk show, a staple feature of Pure London.
While Pure London and Moda consolidate at Birmingham NEC, other shows such as Scoop and Source Fashion will maintain their scheduled dates at Olympia London, ensuring a diversity of fashion events in early 2025.
The relocation and merging of these trade shows demonstrate Hyve Group’s commitment to adapting its offerings to meet market needs and preserve its leadership in the fashion event sector.
