Pure London, the UK’s most exciting global showcase for womenswear, accessories, footwear, and jewellery brands, 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 whilst celebrating heritage, luxury craftsmanship, and great traditions. Inspired by Charles Darwin’s quote “the love for all living creatures is the most noble attribute of man”, a subtle yet powerful demonstration of 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. Showcasing Pure London’s continued commitment to Power of One®, 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 whilst presenting and elevating the beauty and value of fashion.
Working with its trend partner, the international style agency Promostyl, the New Nobleness colour palette including Imperial Green, Metal Bronze, Palladium, Feminine Force and Icon feels regal, iconic and luxurious yet also natural and bold. The theme will manifest in a dynamic set of graphics and imagery embodying the New Nobleness values running throughout the season’s campaign and will be brought to life at the February 23 show.
Gloria Sandrucci, Event Director at Pure London says; “The last few years have been an incredibly challenging time but fashion has the ability to bounce back, inspire, break down barriers, drive change, and truly make a difference. Our New Nobleness theme takes the best of our past, our heritage, craftsmanship and traditions and takes it to a more noble level. When we launched Power of One® in 2018 we knew it was a forever journey, and the New Nobleness theme also continues our commitment to supporting the industry and championing those who work tirelessly to improve standards and work towards a better future.”
We are…Bold. We are…Iconic. We are…Noble. We are Pure London.