Global exhibitions company, Hyve Group, has announced an exciting expansion of Spring Fair, with the addition of dedicated fashoin even, Pure, from February 2025. The Pure brand will transition to Spring Fair at Birmingham NEC to sit alongside Moda to create Moda x Pure from 2 – 5 February 2025.
The strategic refocus will mark the conclusion of Pure London x JATC as a standalone event at London 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. 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.
Jackson Szabo, Retail Portfolio Director at Hyve Group says, “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. 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.”
Gloria Sandrucci, Event Director of Pure London x JATC comments, “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 International and Source Fashion. Delivering a premium event in London, the next edition of Scoop International takes place at Olympia London on the 9 – 11 February 2025. The show is recognised by designers, fashion buyers, and industry experts as one of the UK’s leading fashion and lifestyle trade shows, aligning perfectly with the modern expectations of both buyers and exhibitors. Celebrated for its unique showroom buying environment, Scoop showcases a selection of the finest contemporary fashion, meticulously curated to highlight emerging international designers and lifestyle brands, many of whom choose Scoop as their exclusive trade platform. From July 2025, Scoop International will move to the National Hall at Olympia, as the venue unveils its exciting new development that aligns itself with the Scoop DNA.
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.
