Pure London recently displayed a dynamic mix of emerging talent alongside well-known brands at the event, adding a fresh perspective for visitors. While the event may have initially seemed subdued, there was a wealth of intriguing offerings to captivate attendees. Yet, foot traffic appeared slower than usual, potentially influenced by the uncertain climate surrounding Brexit and the changing dynamics of fashion retail due to the surge in online shopping.
A significant highlight of the event was the Conscious section, dedicated to promoting sustainability in the fashion industry. This section is poised to play a more central role in future editions of the event. Keynote speaker Patrick Grant underscored the urgency for stricter guidelines in the fashion sector to address environmental concerns, particularly in the realm of fast fashion. Grant stressed the importance of transparent labeling to empower consumers with knowledge about the materials used in clothing.
The event also shed light on the trends for the upcoming SS20 season, with trends specialist USP presenting four key directions: ‘Honest’, ‘Limitless’, ‘Ritual’, and ‘Brave’. Each theme offered a distinct perspective on the evolving fashion landscape.
The influx of new exhibitors at Pure London brought fresh energy to the event, with brands like Susumu AI, Cotton Loops, and Night Porter making a strong impression. These brands showcased innovative designs and sustainable practices, catering to the changing preferences of today’s consumers.
Within the Conscious section, brands like Mimush and Scarabeus Sacer demonstrated their commitment to ethical fashion practices. Mimush, a Romanian brand known for its linen creations, focused on timeless designs that prioritize durability and elegance. Scarabeus Sacer, an Egyptian label, intertwined sustainable development goals and mental health awareness into its unique designs.
Noteworthy brands at the event included Core by JSI from India, which offered contemporary styles using plant-based and recycled textiles, and Menesthò, a high-end brand specializing in customizable swimwear. These brands epitomized a fusion of sustainability, innovation, and chic aesthetics, echoing the evolving landscape of the fashion realm.
In essence, Pure London underscored the rising significance of sustainability and ethical practices in the fashion industry, while also showcasing the ingenuity and foresight of both new and established brands. The event functioned as a platform for emerging designers to engage with buyers, industry insiders, and consumers, pointing towards a shift towards a more conscious and inclusive fashion domain.
For more information on the event and the featured brands, visit the Pure London website here. Additionally, to explore sustainable fashion options, you can check out Ethical Fashion Forum’s resources here.
