Hyve launches Create/Curate concept for Pure x JATC and Source tradeshows

Tradeshows giant Hyde Group has unveiled a new concept — dubbed Create/Curate — for the February 2025 editions of its Pure London x JATC and Source Fashion events that run concurrently at London’s Olympia.

Hyve said its new development marks “a significant step forward in the evolution of connecting its fashion events” and is “designed to inspire better buying whilst empowering responsible production”.

From 9-11 February, the events will emphasise “the importance of both creation and curation in the business of fashion”. That means creating ranges at Source Fashion, or curating in-store collections at Pure London x JATC.

The company added: “The aim is to recognise the comprehensive fashion ecosystem [Hyve] now services and respond to the needs of that community. In turn, driving Hyve’s Fashion events, connections and impactful change-making abilities to new heights.”

We’re told that Create/Curate “encapsulates the needs of the ever-evolving fashion industry”. Pure London x JATC aligns with retailers “curating the best quality collections from wholesalers and designers, for retailers that desire inspiration and newness that can go straight into store”. 

However, more retailers and brands are looking for range creation and a direct route to manufacturers, so Source Fashion “serves this community of designers, brands, retailers and corporates, who need to create and produce their ranges responsibly. Together, the shows represent the scale and connectivity that make their ecosystem a compelling destination for the fashion community”.

Gloria Sandrucci, Event Director, Pure London, said the concept has been “driven by the feedback and needs of the buying community. [It’s] an initiative that underscores the significance of our events as a unified fashion destination. This joint proposition inspires better buying and empowers responsible production, clearly showcasing our role as the essential destination for fashion professionals”.

The concept also recognises “the interconnectivity of our visitors and exhibitors… enables us to support the industry at scale and provide buyers with a proposition that meets their requirements”.

It should certainly make an impact given that Source Fashion is now the largest garment manufacturing show in Europe. It has seen exponential growth since its launch in February 2023 and next February will move into the Grand Hall Olympia to reflect that growth.

Meanwhile Pure London x JATC “will enhance its core proposition with curation taking centre stage in the National Hall”.

Suzanne Ellingham, Director, Source Events, said: “We have a unique growth story, since launching the show last year we have doubled down on our purpose, simply to help buyers buy better. There is a clear need in the marketplace to find responsible manufacturers, and to help retailers and brands build the transparent, responsible, supply chains, behind the beautiful products consumers love. The result is we’ve sold out for July 24 in the National Hall.

“As we look to February and the expansion and launch into new sectors, it becomes clear that it is the support of our partners, agents and funding bodies which is driving the show from strength to strength. Our move into the Grand Hall reflects this and will allow us to continue to build on this growth.”

And Pure’s Sandrucci said that “as the Curate element of the new umbrella brand, it allows us to really focus in on what the show does best. Pure London x JATC’s evolution will place curation and editing at its core. The February edition will see a greater focus on curating the best womenswear and accessories brands from around the world”.

The new Pure Edit experience will showcase “the most inspirational and innovative designs, with the buying experience supplemented by more content, more learning, more interviews and more networking to build on the show’s reputation for trends, education, activism and fashion”.