Pure London has announced its latest campaign New Nobleness created in collaboration with its trend agency partner Promostyl.

Faced with the climate emergency and a deep awareness of the living world, the new theme gives rise to a new kind of nobleness, reflecting a desire to avoid yet learn from the mistakes of past generations while celebrating heritage, luxury craftsmanship, and great traditions. Integrity, selflessness, honesty, decency, courage, virtue, and kindness underpin the New Nobleness values.

It is a sensibility designed to continue to drive the force of change for good within the fashion industry, from the beginning of the supply chain through to the end consumer and by the same token offer a sense of wonder, majesty, elegance, grace, and iconic luxury that inspires and celebrates great fashion.

New Nobleness is a bold theme which encapsulates the honest understanding of the sustainability challenges the fashion industry faces and the courageous journey forward to a better world while presenting and elevating the beauty and value of fashion. The New Nobleness colour palette includes Imperial Green, Metal Bronze, Palladium, Feminine Force and Icon.

Pure London, a showcase for women’swear, accessories, footwear, and jewelry brands, will be held in the UK, February 12 to 14, 2023.