Common Objective X Pure London: a new season for sustainability
We asked our partners at Pure London on there thoughts on the upcoming Pure Conscious show., which Common Objective are excited to be a part of.
Since 2018, Pure London and Common Objective have enjoyed a strong partnership, with a shared dedication to bringing sustainability to the forefront of the fashion industry as we know it. The launch of Pure Conscious at 2018’s summer edition marked the beginnings of a valuable alliance, set to drive conscious and sustainable thinking forward in an industry that has traditionally been regarded as one of the globe’s biggest polluters. So, with the AW20 edition of Pure London just around the corner, we wanted to reflect on just how far we’ve come.
Why are we championing sustainable fashion?
Simple. It’s the future. At Pure London, our aim is to be the most inspiring fashion platform in the UK by being constantly relevant and innovative and, most importantly, adaptable. Right now, all the signs are pointing to an increasing demand for sustainable fashion as brands, buyers, consumers and trade shows like us all recognise an urgent need for change.
As SS20 visitor Anthony Kitterman, ASOS, put it, “I love that you have an eco section, I think that’s amazing. Sustainability is something that [we’re] really passionate about and it’s a really important issue for the fashion industry to get behind, so I think it’s a key sector. It’s definitely an area that’s been growing over the last couple of years, so it’s amazing to see those brands represented here.”
Enter, Pure Conscious…
So that’s where Pure Conscious comes in. Launched in collaboration with Common Objective, Pure Conscious is how we champion sustainable and ethical brands. Reflecting the sea change across the fashion industry, Pure Conscious offers a platform for ethical brands to reach a new audience.
This season, you’ll be able to see the likes of Komodo, Cofur Denmark and Agrajain amongst the inspirational Pure Conscious line-up.
Pure Conscious is certainly where we see the strongest potential for future growth and it’s an important area of focus for the show. Next season, Pure Conscious will be located in pride of place, in the Grand Hall of Olympia London, making it one of the show’s most prominent sectors.
Driving sustainability with the Power of One
Launched alongside Pure Conscious, the Power of One campaign has brought plenty of sustainable initiatives to the show floor at Pure London in the last few seasons. We’ve significantly reduced the amount of single use plastics we and our visitors consume on site, actively encouraging reusable water bottles, keeping plastic badge holders to use next time and ridding our food and drink outlets of plastic cutlery and cups. We’ve also championed sustainability activists and bloggers, giving them the platform to educate audiences about the importance of going green in fashion. And, alongside all of this, we’ve got some more exciting eco developments up our sleeves for the AW20/21 edition.
For the upcoming season, Pure London and Common Objective have collaborated on an exclusive guide aimed at helping brands and businesses boost their sustainable story in a few simple steps. This will be available to download on the Pure London website very soon – keep an eye out!
We’ve also been encouraging every single one of our exhibitors to get involved. This season, we asked each of our brands to align with the United Nations’ Sustainable Development Goals. We’ve had an overwhelming number of brands taking part, with 172 of our exhibitors actively aligning themselves with at least one of the goals.
With so much going on at Pure London, we’re confident that the future for sustainable fashion is bright. Join us at the next edition happening at Olympia London from 9th – 11th February 2020 to discover the latest conscious collections and hear from some of the sector’s biggest names.