Pure London champions sustainable fashion with successful Power of One campaign

Sustainable fashion was at the top of the agenda at this season’s Pure London, which welcomed thousands of buyers and influencers to Olympia.

The ‘festival of fashion’ promoted its Power of One campaign across its three-day run, encouraging individuals to take more ethical and sustainable choices when buying or manufacturing fashion.

Designed to galvanise the industry into becoming more ethical, sustainable and inclusive, the campaign invited visitors to adopt one of five simple pledges: Get Dirty, Turn It Down, Pass It On, Ethicool, and Actually I Can, which all offer simple ways for everyone to advance the UN’s Global Goal 12 for Responsible Consumption and Production.

A huge increase in brands with an ethical standpoint and environmentally-made collections exhibited this season as part of the new Pure Conscious section, demonstrating the pace of growth and interest in this sector as it drives to become the norm.

Future trends by WGSN were brought to life on the catwalk with a special appearance from Graduate Fashion Week winners and graduates, including Aurelie Fontan who showcased a collection made from home-grown biomaterials to demonstrate the possibilities for sustainable design in the future.

Key fashion industry insiders such as Caryn Franklin MBE and Hilary Alexander OBE discussed hot topics such as diversity, body shape, ethics and environmental issues across its three stages – each making their Power of One pledge.

Meanwhile, visitors were able to pick up The Power of One organic pledge t-shirts, made by I Dress Myself, with a £3 donation per t-shirt going to charity Labour Behind the Label.

“The global marketplace is changing, culturally, geographically and politically,” comments Professor Caryn Franklin MBE. “Change can take time – it requires tenacity, consistency and requires us to be fixed on the vision to become a stakeholder in the things that matter to you…whatever that is and no matter how small. All it takes is the power of one to drive change.”

Julie Driscoll, managing director of Pure London and Pure Origin, adds: “As we start looking forward to the February 2019 show, the focus will remain on collaboration across the industry to continue to offer visitors and exhibitors a better experience. Our Power of One campaign doesn’t end here; it is just getting started! We will continue to champion the power of individual change, to be an advocate for better practice in the fashion industry. Please make your pledge and start making a difference.”

The next Pure London and Pure Origin takes place at London Olympia from the 10 – 12 February 2019. Visit Purelondon.com for further information and highlights from the latest show.