In the heart of one of the world’s leading fashion capitals, Pure London—the UK’s leading fashion trade event—brought together some of the most coveted UK and international brands. This monumental event, known for its grandeur and creativity, took place in the iconic Olympia London, a venue that perfectly mirrors the scale of ambition that the event represents.
Pure London is not just a fashion event; it is the country’s largest Festival of Fashion, a carefully curated showcase that ended on the 18th of July after three exhilarating days. The event boasted an array of innovative and trend-led fashion, coupled with an impressive range of inspiring and educational content.
Top-tier retailers including the likes of John Lewis, ASOS, Galeries Lafayette, and Anthropologie thronged the event. These industry titans were drawn in by the fresh assortment of brands, a new layout, and the exciting trends showcased under the Nature-Verse show theme.
What truly set Pure London apart was its palpable focus on sustainability. More than ever, brands are fervently working towards achieving sustainable development goals, a testament to the shifting attitude within the fashion industry. Impeccable sustainable fashion brands such as Ochre, Bohema Clothing, flower leaves, Ras100, Uberemama, Movom, and Luel, to name just a few, were part of this impressive lineup.
These companies stood at the forefront of the fashion industry’s existential crisis—climate change. Despite potential costs and hurdles, these brave small-scale businesses are challenging the fast-fashion status quo, addressing persistent problems such as high prices in sustainable clothing and catalyzing change within the industry.
I as the Founder and CEO of Fillip was also in attendance. My interactions with the proprietors of these sustainable fashion brands were truly electrifying. Fillip, a video commerce marketplace, is revolutionizing the way we sell sustainable fashion products. By leveraging short-form videos and live shopping, Fillip is not only educating consumers about ethical practices behind products but also shaping the buying habits of Gen-Z consumers.
While discussions on sales and marketing challenges, regulatory and consumer engagement challenges were robust, a common Achilles heel was identified – consumer engagement and sales conversion. The atmosphere, however, shifted as I demonstrated some of Fillip’s features. Brands quickly saw how their unused videos could be transformed into effective marketing tools on the Fillip platform. The conversations were promising and we expect some great partnerships to be born from them.
Despite the event’s overall success, it wasn’t without its pitfalls. Some brands expressed disappointment with the visitor turnout. Although this couldn’t be independently confirmed, it was disheartening to see some participants leave with that impression. Nevertheless, Pure London remains a premier trade show on the UK’s fashion calendar with an international reputation.
Looking forward, the dates for the next Pure London event have been announced: 11-13 February 2024. The expectation is high for an even bigger celebration of sustainability in fashion, especially at its traditional home, Olympia London. Given the momentum generated at this year’s event, the future looks promising. Whether you’re a brand, a retailer, or an eco-conscious consumer, the Pure London fashion trade event is an unmissable date in your diary.
In closing, Pure London offered more than a glimpse into future fashion trends; it staged the emerging transformation of the industry towards sustainability. The event was also an indicator of how innovations like Fillip are bridging the gap between sustainability goals and customer engagement. As we anticipate the next Pure London event, one thing is clear: the fashion industry is poised for a sustainable makeover, and we’re here for it.