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Pure London shows future fashion at Spirit section's Gen Z
Jul '18
Courtesy: Pure London
Courtesy: Pure London
Pure London, the largest festival of fashion in London and leading destination for fashion inspiration, displayed exciting brands and emerging designers and re-launched the Spirit fast fashion section as Gen Z. The fashion trade show was held from July 22 to 24, 2018, in London. The show’s content programme was an eye opener to redesign fashion’s future.

Julie Driscoll, managing director of Pure London announced the re-launch of the Spirit fast fashion section as Gen Z to reflect this growing demographic du jour that is shaping the current culture and the future. Encapsulating the energy and mood of young fashion, Gen Z which launches at the February 19 show, is set to burst with of-the-minute, trend-led, street style, and unisex collections.

During her Main Stage at the expo, Radio 1 presenter and fashion designer Maya Jama spoke about the current culture for inclusivity and diversity, commenting on the changes taking place in the industry, the desire for authenticity and calling out inappropriate behaviour.

During their panel conversation on the Origin Stage, Orsola de Castro from Fashion Revolution called for everyone to look at the problem as if we are all the solution. “Think of the supply chain whenever you get dressed in the morning. Everyday there is something you can do. As a mother, it’s my children’s future that I’m working for; aiming for a fashion industry that pushes for diversity, to support sustainable small brands to change the high street, to see mending shops on every street corner,” she said.

Visitors were also immersed into the future during the SS19 Catwalks, showcasing the inspirational and creative talents of this year’s Graduate Fashion Week winners and graduates and key looks from the Common Ground, Creative Manifesto, and In Touch trends. WGSN also delivered their Future Consumer 2020 Buyer Briefing and a SS19 Trend Presentation spotlighting the new consumer voices including Gen Z bringing ‘Responsible Tech’, ‘Watch Now Buy Now’ and the new ‘Ethnic Majorities’ to the fore.

Laura Balmond from the Ellen MacArthur Foundation kicked off the Pure Origin stage outlining their vision for a circular economy and setting out how manufacturers, brands and the consumer can get on board and join forces to redesign fashion’s future. (GK)

Fibre2Fashion News Desk – India

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