Pure London to launch new sustainable fashion section this July

Fashion trade show Pure London is set to launch a new section dedicated to ethical labels this July. Launching in conjunction with Common Objective – a new online platform created by the team behind the Ethical Fashion Forum – Pure Conscious aims to educate and connect conscious designers with retailers and brands while also creating a platform for new and emerging talent.

Show visitors will be able to see an edited curation of footwear and accessories alongside menswear and womenswear, from a host of designers. These will include emerging labels such as Sami for ES.EM, luxury loungewear brand Kleed Kimonos and Zola Amour as well as Pure London regulars such as Thought.

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 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.”

She adds: “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 has been described as “LinkedIn for ethical and sustainable fashion.” It aims to connect fashion professionals across the supply chain – from suppliers to brands to retailers – to create better social and environmental practices in the industry.

The next edition of Pure London and Pure Origin takes place at London Olympia from 22nd – 24 July 2018. For more information visit www.purelondon.com.