The recent Pure London event was a resounding success, not only showcasing collaboration between Pure and Scoop but also placing a strong emphasis on sustainability. The main stage at Pure London was abuzz with discussions on sustainability, with the Power of One campaign driving home the importance of the UN Global Goals for Sustainable Development. Attendees were eager to take a pledge to champion ethics, sustainability, and inclusivity in the fashion industry, marking a significant step towards a more responsible future.
One of the highlights of the event was the debut of the Pure Conscious section, which featured a curated selection of brands leading the way in sustainability. A series of insightful talks and discussions delved deep into the challenges faced by the fashion industry, while also offering innovative solutions. Scarlett Curtis, a respected Style Columnist at The Sunday Times, emphasized the crucial role of engaging younger consumers in sustainability efforts, highlighting the urgency of the cause.
Michael Beutler, Director of Sustainability Operations at Kering, shared valuable insights into the luxury brand’s sustainability initiatives, underlining the vital importance of prioritizing environmental impact for both brands and consumers. The panel discussion concluded with a call to action for sustainability to become ‘cool’ in order to drive real, tangible change within the industry.
The brands featured in the Pure Conscious section truly reflected a growing appetite for ethical and environmentally-friendly fashion. Established labels like People Tree stood alongside emerging talents like Zola Amour, all united by a common goal of marrying sustainability with style. Emily Evans of Zola Amour stressed the need for timeless, sustainable basics that are built to last, challenging the throwaway culture of fast fashion.
Naadam, a luxury cashmere brand based in NYC, wowed attendees with their ethically-sourced products, highlighting the escalating demand for sustainable fashion in Europe. Talula Little, a vibrant kidswear brand, made a statement by showcasing their commitment to organics, ethics, and transparency, offering customers an intimate glimpse into their production process through unique hangtags.
India-based collective Afterlife showcased an array of sustainable brands at the event, showcasing their dedication to offering affordable, sustainable fashion through streamlined supply chains. Designer Amal Kiran Jana underscored the necessity of sustainability across all facets of fashion production, driving home the message that responsible practices are non-negotiable.
The overwhelming positivity and enthusiasm surrounding Pure London’s sustainability focus underscored the industry’s collective shift towards a greener future. The event organizers have pledged to uphold their commitment to promoting collaboration and sustainability in upcoming shows, ensuring that the spotlight remains firmly on key industry issues. As the fashion world continues its evolution towards a more ethical and sustainable future, Pure London is poised to lead the charge in effecting positive change.
For more information on sustainable fashion initiatives and brands, check out these helpful links:
1. Global Fashion Agenda
2. Good On You
