Hyve Group is moving UK fashion trade show, Pure from Olympia London to form part of Spring Fair at the Birmingham NEC for next year.
The final Pure London x JATC took place in July at Olympia Events. It will now sit alongside Moda at Spring Fair to create Moda x Pure from 2-5 February 2025.
Hyve Group issued a statement explaining the reason for the strategic refocus. It read: “The move aims to strengthen Spring Fair’s position as a destination for the fashion sector, driven by evolving market conditions and the desire for a more integrated buying space for fashion retailers. Spring Fair already attracts more relevant London-based buyers, making it a natural fit for this transition. The move ensures that Pure’s legacy continues, in a format that better meets the needs of today’s fashion industry.”
Pure’s catwalk will continue to feature prominently at Moda x Pure, showcasing 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 in an ever-evolving market.
Hyve Group’s portfolio in the fashion industry includes Scoop International and Source Fashion. The next edition of Scoop International will take over Pure London x JATC’s vacated slot at Olympia Events from 9-11 February. From July 2025, Scoop International will move to the National Hall at Olympia.
Source Fashion will continue to take place twice yearly at Olympia London. The next edition takes place on the 18-20 February 2025.
