Pure London recently hosted its first fully normal trade show since the Covid-19 pandemic began, welcoming a bustling crowd over the course of three days. With pandemic restrictions lifted and retail returning to a state of normalcy, renowned UK retailers including John Lewis, ASOS, and White Feather were among those in attendance, signaling a return to business as usual. The event garnered attention not only from local buyers but also international ones, with representatives from Ireland, Germany, the Middle East, the US, and Latin America present.
While the trade show marked a return to normal, there was an air of novelty at Pure London. The body-skimming floral midi-dress trend, which dominated pre-pandemic fashion, continued to make a significant impact. However, discussions around resetting and innovating the fashion industry for the AW23/24 season were also at the forefront. Sustainability emerged as a key theme, with industry experts stressing the importance of integrating sustainable and ethical practices into retail strategies. The demand for transparency and credibility in sustainability messaging, particularly from Gen Z consumers, was highlighted.
One of the main highlights of the event was the Pure stage, where fashion shows and presentations took place. Brands showcased on this platform experienced a surge in visitor interest, experiencing increased attention for their collections after the runway shows. Promostyl Artistic Directors shared insights into key trends for the upcoming season, including Artisanal Survivalist, Nobleness: Elevated Tradition, Office Wear, and Rhythm of the Night. Sustainability and eco-consciousness played a significant role in the shopping experience highlighted by these trends.
The show floor itself featured a mix of both known and emerging brands. GWD, a newcomer to the show and to the UK market, presented a collection that blended mainstream trends with fresh perspectives. Floral prints and abstract designs struck a harmonious balance, catering to a wide range of consumers. Other new brands such as Dijago, Asantii, Balou, Ginissima, and Fika brought unique cultural influences and sustainable practices to the forefront, showcasing pieces that tapped into key trends while maintaining timeless appeal.
All in all, Pure London demonstrated the resilience of the fashion industry post-pandemic. The return to a sense of normalcy was evident in the strong presence of high-quality buyers at the show. Nevertheless, there was also a clear focus on innovation, sustainability, and inclusivity. Brands emphasized the significance of embracing sustainable and ethical retail practices to attract the next generation of shoppers. With a diverse array of both established and up-and-coming brands showcasing their collections, Pure London solidified its position as a pivotal event in the fashion calendar.
Useful links:
1. Pure London Official Website
2. BBC: Fashion Industry Adjusts to Post-Pandemic Retail
