The UK's leading trade
fashion buying event, Pure London, taking place from July 21-23 at Olympia London, is set to be the ultimate hunting ground for discovering hundreds of new brands and upcoming designers. Together with sourcing
show Pure Origin, Pure London will connect the entire fashion supply chain under one roof and offer over 700 exciting brands.
Across all sections of the show visitors will discover newness and inspiration. Featuring womenswear, menswear and kidswear, Pure London's expertly curated show sectors will cater to all buying needs, said Pure London in a media statement.
The show will offer a haven of creativity and never-before-seen collections. There will be extensive daily eye-opening panels and educational seminars from industry leaders and change-makers, as well as leading trend
and colour forecasting for SS20 and the continuation of the Power of One campaign with Common Objective and the Conscious Fashion Campaign. Brands in womenswear including Nikkie's Selected by Kate Moss collection, Sofie Schnoor, Mos Mosh, The Korner, Rinascimento, and Dk Company will feature at the show. The streetwear sector will continue to grow within Pure Man and Gen Z with the re-launch of Bench, as well as new brands Oren Kash, El Ganso, Ragged Priest, and Cubic.
Within footwear and accessories, new collections from Ipanema, Holster, Vanessa Wu: Footwear, Kookii B, Smith & Canova, Sence Copenhagen, Christina Brampti and One Hundred Stars will be showcased. Athleisure will showcase new brands In 'A' Seashell and Wear Fika while in Bubble at Pure London there will be Lola Starr, Yumster, Ativo and Annafie.
Pure London will continue to champion sustainability and ethical brands. The Pure Conscious sector will reflect the sea change across the fashion industry and offer a platform for ethical brands, such as Mayd in Chyna, Ulsto and People Tree, to reach a new audience.
"Our aim is to make Pure London the most inspiring fashion platform in the UK by being constantly relevant and innovative and most importantly adaptable to the industry needs while thriving in customer service. Following research amongst buyer we are expanding our European offering, and we are looking forward to welcoming all our new brands and hope to excite and inspire our retailers by bringing together a fantastic mix complemented by high quality content from leading industry experts and inspirational catwalk trends. The vibe and the energy generated by the incredible networking opportunities is addictive, and the amazing collections shine under the natural light of Olympia London," said Gloria Sandrucci, event director at Pure London.
The Power of One campaign will continue this season, highlighting the simple changes that can make a big difference. Guided by the United Nations Global Goals for Sustainable Development (SDG's) and with its partners the Conscious Fashion Campaign and Common Objective, Pure London aims to educate on key issues, highlight existing and future solutions, spark much-needed conversations, and encourage the industry to take small yet powerful steps towards a sustainable future for fashion and beyond.
"We're incredibly excited to be partnering with Pure London and offering brands and buyers insight into how they can use Common Objective's (CO) technology to develop and execute on their sustainability strategy. Our main aim at the show is to understand the sustainability challenges of suppliers and buyers at the show and connect them with the solutions we have on site - be it data, case-studies or a new supplier, said Qiulae Wong from Common Objective.
In addition, raising awareness about the solutions (as opposed to the problems) is a defining principle on which our platform is built, so our Pure London seminars and workshops focus on how suppliers and buyers can balance profits, people, and the planet - business in three dimensions - with our latest toolkit, The 3D Business Suite."
The show's own pledge to be Fantastic Not Plastic will resume with its aim to cut down on single use plastics. The organisers are keen for exhibitors and visitors to bring their own reusable water bottles and hot drinks containers on site. Extra water stations have been installed onsite so visitors won't need to buy plastic bottles of water - save money and the planet. For those unable to avoid using plastic, new recycling points around the show floor will ensure plastic waste is dealt with responsibly and kept to a minimum.
Pure London is also inviting visitors to make their own pledge and take a sustainable selfie, sharing on social using #PowerofOne. The Power of One wall is back for SS20, positioned at the heart of the show. The ideal spot for an Insta-perfect selfie, as well as a communal place for everyone to make a pledge. (PC)
Fibre2Fashion News Desk – India