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Pure Conscious adds sustainability element to Pure London trade show

today Apr 24, 2018
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Modern consumers are very focused on sustainability and just as brands are responding to this, so are the trade shows at which those brands show their seasonal collections. So it's no surprise that the latest initiative from giant event Pure London is a major new eco-conscious addition to its offer.

Kleed Kimono will be one of the sustainable brands at the new show - Kleed Kimono/Pure London

The event that takes place this July will have a new section, called Pure Conscious, “placing the spotlight on sustainable brands and giving them a dedicated space for them to be seen and heard.”

Organiser Ascential said that the new section, together with a link-up 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 while also creating a platform for new and emerging talent.”

It's a logical move from the organiser, which has been adding special interest sections to the show over a number of seasons, allowing visitors to find a selection of brands with the profile they're looking for without having to hunt around all over the show space.

Visitors will find an edited curation of footwear and accessories, men’s and womenswear, from emerging designers such as Sami for ES.EM, luxury loungewear brand Kleed Kimonos, and Zola Amour. They will also see Pure London regulars including Thought, all of them having been included to appeal particularly to forward-thinking retailers.

Event MD Julie Driscoll said: “Pure Conscious will be 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 [Common Objective] 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.” 

So what exactly is Common Objective? 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.”

Pure London’s link-up with Common Objective and launch of the new section comes after the AW18 show in February saw ethics and sustainability high on the seminar programme agenda. 

And Pure Conscious will also be supported throughout the July show content programs with seminars discussing the circular economy, sustainable fashion and why we need to care. Fashion tech will also be on the agenda as a key to empowering the whole supply chain to be more sustainable.

The next show happens at London's Olympia from July 22-24.

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