Hyve Group has announced an expansion of Spring Fair, (2-5 February, 2025, NEC), with the addition of Pure. The brand will transition to Spring Fair to sit alongside Moda to create Moda x Pure. This strategic refocus will mark the conclusion of Pure London x JATC as a standalone event at London’s Olympia.
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. The show currently attracts more relevant London-based buyers, making it a natural fit for transition, with the moveensuring that Pure’s legacy continues in a format that better meets the needs of the fashion industry.
“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,” states Jackson Szabo, retail portfolio director at Hyve Group. “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.”
Adds Gloria Sandrucci, event director of Pure London x JATC: “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.”
Pure’s renowned catwalk will continue to feature prominently at Moda x Pure, showcasing the latest collections and trends to inspire buyers. 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 also includes Scoop Internationaland Source Fashion. The next edition of Scoop International takes place at Olympia London from 9-11 February 2025. 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 takes place on the 18 – 20 February 2025. Since launch it has experienced exponential growth and is now Europe’s leading responsible sourcing show.
Top: Pure’s renowned catwalk will continue to feature prominently at Moda x Pure at February’s Spring Fair.
