London’s biggest festival of fashion, Pure London, is launching a new section at the July show called Pure Conscious. Placing the spotlight on sustainable brands and giving them a dedicated space for them to be seen and heard, Pure Conscious, together with Common Objective the new online platform launched by the team at the Ethical Fashion Forum, aims to educate and connect conscious designers with retailers and brands whilst also creating a platform for new and emerging talent.
An edited curation of footwear and accessories, men’s and womenswear, from a host of emerging designers such as Sami for ES.EM, luxury loungewear brand Kleed Kimonos, and Zola Amour, as well as Pure London regulars including Thought will create a magnet for forward-thinking retailers. This will be the only place to source fashion with a conscience in London this summer.
Julie Driscoll, Managing Director of Pure London, says; “Pure Conscious will be a sector completely devoted to ethical fashion and a platform where we can highlight the sustainable brands that are already exhibiting with us, but also introduce new and emerging ethical designers. Pure London, together with CO aims to push for a change in the fashion industry. Consumers want visibility, they want to know they are buying sustainable and eco-friendly fashion. Driven by consumer demand and facilitated by the impact of social media, ethical fashion is no longer a buzzword. Fashion with a conscience is now an essential, not just a niche concern for retailers.”
Common Objective builds on the 12-year legacy of the Ethical Fashion Forum and is likened to the “LinkedIn for ethical and sustainable fashion”. It aims to connect fashion professionals across the supply chain – from suppliers to brands to retailers – in order to further better social and environmental practices in the industry. Common Objective and Pure Conscious are delighted to be partnering in order take sustainability from niche to norm.
At the AW18/19 show in February ethics and sustainability were high on the seminar programme agenda. During the panel discussion Sustainability: 2018’s biggest trend, Diana Verde Nieto, CEO of Positive Luxury, said, “Sustainable fashion and normal fashion shouldn’t be different”, meaning the choice to be or not to be sustainable is no longer an option.
Big brands and retailers can see their investment in sustainable clothing justified by this growing awareness and are launching dedicated collections and increasing the presence of sustainable materials into their core collections.
Pure Conscious will also be supported throughout the show’s content programmes, with seminars discussing the circular economy, sustainable fashion and why we need to care. Fashion technology will also be represented as key to empowering the whole fashion supply chain to be more sustainable.
@The next edition of Pure London and Pure Origin takes place at London Olympia from 22nd – 24th July 2018.
