“Pure London x JATC, the UK’s largest festival of fashion, has revealed its theme, ‘Cabinet of Curiosity’ for the first combined show in February 2024. Created in collaboration with the show’s trend agency partner Vesuvius, Cabinet of Curiosity will set the scene for this landmark event that will offer buyers a transformed show with an increased number of inspirational fashion designers and brands.”

Each show, Vesuvius Creative Bureau teams up with Pure London in order to provide buyers and designers with the latest trends and next great fashion innovations through interactive talks on the shows catwalk. In addition to this, the bureau takes charge of the creative direction for the show, providing a theme and creative vision that drives each new season.