Pure London was held from July 22 to 24. The event welcomed thousands of buyers and influencers, new sectors and new brands, inspiring speakers and leading change-makers mulling the future and how to make it sustainable, circular and inclusive top of the agenda. Topics included diversity, body shape, ethics and environmental issues. One was on how brands can be more representative of society and the role they play in changing people’s perspectives on body image and the beauty standard.
A huge increase in brands with an ethical standpoint and environmentally-made collections exhibited this season as part of the new Pure Conscious section, demonstrating the pace of growth and interest in this sector as it drives to become the norm. Future trends by WGSN were brought to life on the catwalk with a special appearance from Graduate Fashion Week winners and graduates. Pure London invited everyone to adopt one of five simple pledges: Get Dirty, Turn It Down, Pass It On, Ethicool, and Actually I Can to advance the UN’s Global Goal 12 for responsible consumption and production.
Pure London is the UK’s leading trade fashion buying event, representing women’s wear, men’s wear, footwear, accessories and young fashion. The show offers buyers from department stores, etailers and mail order the opportunity to discover collections launching for the season ahead.
