20 Jun 2022

Pure London Announces New Trend Partnership With Promostyl

Pure London, the UK’s leading trade fashion buying event which returns to Olympia London on the 17th – 19th July 2022, has announced a trend agency partnership with international style agency Promostyl.

Since 1966, Paris-based Promostyl has advised global businesses and brands with trend book fashion, brand strategy, and collection development, using societal, cultural, economic, artistic and technological evolutions and key markers to determine market and consumer trends and translate data into style concepts and trend reports.

As Pure London’s exclusive Official Trend Agency Partner, Promostyl’s Artistic Director Sebastien Renault and Assistant Creative Director Malaika Ewande will deliver three trend presentations on The Catwalk in partnership with Drapers, across the 3-day show. The partnership will also include a trend podcast, digital style guides, and post-show trend reports. The presentations will delve into the trends and consumer behaviours for Spring/Summer 23, Loungewear, and ethical and committed fashion:

Dissecting the Trends of Summer 2023 – A return to the essentials and simplicity with audacity and gaiety: Deciphering the major trends of the global Women's Timeless and Women's Casual market, understanding the aspirations of materials, colours, shapes, accessories, and patterns, through an analysis of new consumer behaviours.

Loungewear, the new casual: The boundaries between private and professional life are tending to fade, creating a wardrobe that has been revised for the occasion.

Ethic is chic: The issues and challenges of committed fashion. The notion of commitment has long been associated with the environment (producing less and better) but today this commitment is taking a new turn that goes beyond the simple framework of ecology by integrating social and inclusive values.

Gloria Sandrucci, Event Director, Pure London says: “We are delighted to announce Promostyl as our trend agency partner. Our audience devour the forward trends presented each season at Pure London. The expertise at Promostyl is second to none, and their insights and trend predictions will be an invaluable resource for our buyers and community.”

Visitors to Pure London will also discover an exciting collection of British and international womenswear, jewellery, accessories and footwear from brands and designers including One Hundred Stars, Vilagallo, Brodie Cashmere, Onjenu, Rino & Pelle, Yerse, POM Amsterdam, Lily & Me, Bl^nk, Jayley, Alpe, Bibi Bijoux, KAN, Daska, Henriette Steffenson, Cotswold Knit, Pantee, Dear Denier, and La Fee Maraboutee. Godske, Gomaye, Sunday, Habella, Icona, Normann, Frandsen, Noen, Que, That’s Me, Tia, Molly Jo, Robell, Art Love, Shan-Shan, Palme, Zen Ethic, Rene DerhY, Nudyness, Vicher, I LOVE GRAIN, Papucei and Cristina Bacio, Elhea, Yerse Sonatachic, The Italian Closet, Tale the Label, inBLOOM, Georgia Wang, Cartergore, Kitty Joyas, Love Memories, Silver Kings, and so many more.

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