Sep 8, 2023
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Pure London and JATC unveil 'Cabinet Of Curiosity' theme for combo show

Sep 8, 2023

Hyve Group’s Pure London and its strategic tradeshow partner Just Around The Corner (JATC) have revealed the theme for their first combined show that takes place from 11-13 February at Olympia. 

Nathan Beard

Created in collaboration with the show’s trend agency partner Vesuvius, ‘Cabinet of Curiosity’ “transports us to another world, a lively new direction in fashion that’s inspires a sense of wonder, experimentation, and joy”.

It will also “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”.

A “rich and energising” colour palette featuring earthy shades of peat, buckskin, brown rice and deep red, balanced by serene calming shades of mist and faded denim tones “represent the exploration of contrasts in the Cabinet of Curiosity”. 

The theme will be presented in a “dynamic set of graphics and imagery running throughout the season’s campaign” and will be brought to life at the show both on the catwalk and features areas.

Trend Forecaster Malaika Ewande, founder of Vesuvius, said: “The main inspiration for the theme was this undeniable fact that we have been seeing markets melt into each other on several levels in the industry, so much so that the resulting products invite curiosity and mystery in the best way possible! Cabinet of Curiosity introduces a space in which the newer values and visions attached to fashion (namely conscious consuming, holistic craftsmanship and a taste for original, creative and lasting products) all collide through contemporary art inspired designs that bring life and movement to the season.”

Gloria Sandrucci, Event Director at Pure London, added: “Cabinet of Curiosity… gives us the opportunity to have fun and be truly creative whilst also capturing the mood of the industry. This season buyers can expect a totally transformed show and I look forward to seeing this brought to life at Olympia London.”

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