- Marjorie van Elven |
Pure London, the largest event for buyers in the British capital, wants attendees to reflect on the future of fashion. This year’s programme includes panel discussions about sustainability, diversity, and new technologies. Representatives from the Ellen MacArthur Foundation, Ethical Style Forum, WGSN, and the London College of Style are to be featured among the speakers.
“As sustainability shifts to being an integral part of the entire fashion value chain, Pure London is keen to take the lead as a disruptor in the industry, to probe the key issues facing us, and to offer visitors an inspiring and educational content programme that helps guide brands and retailers towards alternative business models and new concepts centred around sustainability”, said Julie Driscoll, Managing Director of Pure London, in a statement sent to Yankeemagazines via e-mail.
Wearable technology, new fibers, ethics to be discussed at Pure London
The event, which is set to take place on July 22-24 at Olympia London, kicks off with a lecture titled “A new textiles economy: redesigning fashion’s future”, which will be led by Laura Balmond, from Ellen MacArthur Foundation, the British charity which stands for a circular economy. Pure London’s first day will also include talks about wearable technology, how to launch your own label, and how to grow a social media following organically.
Visitors attending Pure London on Monday, July 23, will have the chance to watch Helen Palmer, director of materials, textiles and knitwear at WGSN, share her perspectives on key trends for Spring/Summer 2019. Monday’s programming also features a keynote address by Caryn Franklin, Professor of Diversity at the Kingston School of Art and former editor of i-D Magazine. Her talk is titled “towards a more sustainable fashion future”. Earlier that same day, Franklin will join Laura Balmond, Vin + Omi’s co-founder Omi Win, and Orsola de Castro, founder of Style Revolution, in a panel discussion about ethics and sustainability.
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Tuesday’s programming is focused on innovation. Matthew Drinkwater, head of the Style Innovation Agency at London College of Style, is set to discuss how immersive technologies are reshaping the fashion industry. Ma-tt-er’s founder and director, Seetal Solanki, will be talking about recycling and upcycling. Pure London's last day is also set to include talks on bio-based textile innovations, recycled fibres, and sustainability in the denim industry.
Happening twice a year, Pure London is the largest fashion trade show in the UK, representing womenswear, menswear, footwear, accessories and young fashion. The event attracts buyers, brands, influencers, retail and trend experts from the UK and other countries.
Images: courtesy of Pure London