07 Mar 2019

Newsletter #5: Straight from the Pure London stages

Newsletter #5: Straight from the Pure London stages

The Pure London newsletter is back and it’s got a brand new content editor! In this month’s edition, I’ll be taking you through some of my highlights from my very first season at Pure London as the content editor.

I’ll be reliving some of the inspiring content sessions; how could I not talk about Katherine Hamnett taking the Main Stage by storm with her iconic statement tees? I’ll also be sharing the trends from the catwalks, including the brand new Origin stage catwalk, as well as (hopefully) inspiring you with the latest on our Power of One campaign.

With Redefining Disruption as our headline theme this season, it’s safe to say that Pure London and Pure Origin AW19/20 definitely delivered.

So, without further ado, sit back, relax and discover the best of the season…

Emma Wilder
Content Editor


If there’s one thing we pride ourselves on at Pure London and Pure Origin, it’s the quality and extensiveness of our content programme. Safe to say, this season did not disappoint. From catwalks to consumer behaviour to colour trends, there wasn’t a stone left unturned on the Main, Future and new and improved Origin stages for the AW19/20 edition.

The popularity of this season’s keynote Katharine Hamnett MBE was clear to anyone in the room. This true fashion icon spoke with Futurist Anne Lise Kjaer about the topic of the moment, or at least of the show, sustainability. It’s safe to say that the stage was packed out for her session and, true to form, her impromptu social media competition to win one of her signed statement tees caused more than a little commotion amongst the crowd.

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Mary Creagh MP and chair of the Environmental Audit Committee, and journalist and sustainability expert, Lucy Siegle continued the sustainability discussion, encouraging designers, retailers, manufacturers and consumers to ask more questions of themselves and the rest of the supply chain regarding the ethical credentials of the garments they produce and consume.

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But, whilst sustainability was top of the agenda, tying in with our Power of One pledge to cut down on our use of single-use plastic across the show, there was plenty of other material on the agenda.

Influencers Felicity Hayward and Alize Demange discussed issues of body image and representation in the world of fashion with Pure London favourite and fashion and identity expert, Caryn Franklin CBE, whilst insightful panels on the mind of the male consumer and the state of play for independent boutiques changed the conversation as far as fashion retail is concerned.

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As always, the Pure London catwalks provided yet another stand out feature, and the addition of the inspirational and forward-thinking Pure Origin catwalk provided our visitors with a sneak peek of the trends to come in SS20.

And on the catwalks…

AW19/20’s trends, as showcased on the Main and Future catwalks, include plenty of colour and a variety of fabrics; leather, crushed velvet and felts all featured heavily. Elements of punk and goth looks saw the Main Stage take a step into subculture, mixed with a palpable futuristic feel, to create something dynamic, fresh and undeniably unique.

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Meanwhile, the brand new Pure Origin stage took us into the future, with SS20’s trends set to include asymmetrical shapes and neutral knits, as well as a continuation of the block colour craze, with oranges, greens and pinks taking centre stage. Again, the future of fashion seems to be taking a step back and SS20 looks to see a definite Summer of Love hippie-chic vibe return to our wardrobes.

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All of the above is just scratching the surface. We heard from the United Nations on their sustainability goals, which have formed the basis of the Power of One campaign; we listened to Futurists Anne Lise Kjaer and Geraldine Wharry talk us through the future of the fashion industry; independent retailers shared their experiences with us as Brexit uncertainty and the rise of ecommerce changes the way consumers shop – and that was just day one!

Missed out this season? Keep the 21st-23rd July 2019 clear in your diary and join us for even more exclusive content at Pure London and Pure Origin SS20.

Continue reading Newsletter #5



About Pure London and Pure Origin

We are the UK’s number one leading fashion trade event that brings together the entire fashion supply chain, right the way from fibre through to finished ready to wear garments.

No other UK show offers sourcing and brands together, making Pure London and Pure Origin the only event to cater to all your fashion buying needs under one central London roof.

Location & Opening times:

Olympia London,
Hammersmith Road,
London W14 8UX

Sunday 10 February 2019, 09.30 - 18.00
Monday 11 February 2019, 09.30 - 18.00
Tuesday 12 February 2019, 09.30 - 16.00


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