Pure London focuses on creating a more sustainable fashion industry at AW23 edition

Pure Catwalk

Leading trade Pure London returned to Olympia last month placing a notable emphasis on sustainability. The three-day event showcased a strong selection of conscious brands as part of its new Purely Sustainable destination as well as offering expert insight into how retailers can reduce their environmental impact.

Buyers attended the show from leading fashion independents around the country including London’s Pamela Schiffer, Snooty Frox of Harrogate and East Sussex’s Cordelia James.

On the Pure London stage, sustainability ambassador Olivia Pinnock chaired a thought-provoking panel with Immaculate Vegan’s Simon Bell, Tråd Collective’s Josefin Wanner and Kalkidan Legesse, founder of Sancho’s in Exeter. During the discussion the three independent retailers discussed the challenges and opportunities of running a values-driven business and the future of sustainable fashion in retail.

Sustainability Hub

Pure London also launched a free Independent Retailers Sustainability Toolkit from the Sustainability Hub on the event floor. With nearly 14,000 independent fashion retailers in the UK, the Toolkit has been created as an invaluable resource, providing a step-by-step guide with practical information on everything from reducing carbon footprint and energy consumption to sustainable packaging. Over the course of the show, over 250 retailers visited the Sustainability hub for 1:1 sustainability advice.

“The show focused on one of the biggest challenges the fashion industry is facing: sustainability,” says event director Gloria Sandrucci. “The response from visitors, who crowded the Sustainability Panel catwalk, vistored our new Purely Sustainable destination and took advantage of the invaluable advice offered at the Sustainability Hub, was amazing.” 

Pure Catwalk

Elsewhere, Pure London’s Catwalk, hosted in collaboration with trend partner Promostyl, was a popular feature of the show. Experts advised retailers on how to buy into trends but also how to sell trends through immersive sales experiences.

Ed Burstell and Olivia Pinnock

British Vogue jewellery editor Carol Woolton also took to the stage to interview BBC2’s All That Glitters winner Piers Carpenter on his rise to success. Finally, former Liberty London boss Ed Burstell shared his perception of retail today while The Conscious Innovator’s Sara Simmonds revealed how to connect with customers in the changing era of conscious consumerism.

The next edition of Pure London will take place at Olympia from 16-18 July 2023.