The iconic Pure London trade show, a prominent event in the fashion industry, will relocate to Birmingham’s NEC in February 2025.
- Originally planned for Olympia London, the show is now set to merge with Moda and Spring Fair, forming a new event named Moda x Pure.
- This strategic move follows Hyve Group’s acquisition of Just Around the Corner trade show and its integration into Pure London x JATC.
- Moda x Pure aims to enhance its offerings, promising an increased focus on footwear and maintaining Pure’s renowned catwalk.
- This change is a response to evolving market dynamics and aims to uphold Hyve Group’s leading position in the fashion event sector.
The noted Pure London trade show is set for a significant transformation as it moves to Birmingham’s NEC, aligning with Moda and Spring Fair from February 2025. Originally scheduled to occur at Olympia London in 2025, the show’s relocation signifies a strategic merger, forming what will now be called Moda x Pure. This decision marks a pivotal moment for the event, as it seeks to consolidate its standing within the fashion industry.
Hyve Group, the organisation behind this move, had previously acquired and combined Pure London with the Just Around the Corner trade show in 2023. This merger was an initial step towards the creation of Pure London x JATC. Now, with JATC set to be absorbed into the larger Moda x Pure platform, Hyve Group reaffirms its commitment to innovation in trade shows.
The move underscores a response to shifts in market conditions. As noted by Jackson Szabo, retail portfolio director at Hyve Group, maintaining the current format of Pure London was no longer viable. The new format will focus on expanding product offerings, particularly footwear, while preserving the distinct catwalk attractions that have been a hallmark of Pure London.
Moda was first held alongside Spring Fair in 2021, amidst the disruptions caused by the Covid pandemic. This precedent underscores Hyve Group’s strategy in adapting to market changes while ensuring continued success of its trade shows. Meanwhile, other fashion events like Scoop and Source Fashion will remain at their scheduled venues, with Scoop at Olympia West from 9-11 February 2025, and Source Fashion at Olympia London later in February.
With the launch of Moda x Pure, Hyve Group aims to deliver the commercial potential that brands and buyers anticipate, without compromising the event’s reputation for quality and innovation.
Hyve Group’s strategic shift with Moda x Pure reflects an adaptive approach to evolving market demands, ensuring continued industry leadership.
