Pure London collaborates with the Conscious Fashion Campaign

Trade show Pure London has partnered with the Conscious Fashion Campaign (CFC) supported by the United Nations Office for Partnerships and the collaboration will be launched at the February 2019 show.

A dedicated installation, located within the Conscious section of the London Olympia show, will highlight fashion brands that are working to end poverty, protect the planet, practice sustainability, and raise awareness through meaningful philanthropic and customer engagement initiatives in an effort to transform our world through fashion.

United Nations representatives will take part in the Pure London Content Programme of seminars to discuss and address the key issues facing the fashion industry and the importance of the United Nations Sustainable Development Goals.

The move follows the introduction of the Conscious section at the show, which is dedicate to ethical and sustainable brands, last season. Pure also partnered with the United Nations to launch the Power of One campaign, which supported the Sustainable Development Goals with individual pledges aimed at collectively creating change.

Pure managing director Julie Driscoll said: “Since launching Conscious and our Power of One campaign to promote change across fashion industry, Pure London has set out to champion brands who put sustainability at the forefront of their business and provides a platform for retailers to discover exciting new ethical brands to meet the growing consumer expectations."

Pure London

The Conscious Fashion Campaign unites "impact driven fashion brands" addressing the most pressing issues facing our world today. The initiative celebrates the changemakers and the innovators championing conscious fashion as an influential force for global good towards a sustainable future.

The campaign has been designed to do three key things:

• - Promote the United Nations Sustainable Development Goals
• - Educate retailers on the importance on investing in sustainable brands and encourage them to do so
• - Support exhibitors in building upon their sustainability

Lucie Brigham, Chief of Office, United Nations Office for Partnerships said: “Supported by the United Nations Office for Partnerships, the Conscious Fashion Campaign drives awareness and advocacy to achieve the United Nations Sustainable Development Goals to end poverty, protect the planet and ensure prosperity for all. Consumers across the globe expect sustainability and transparency from their favourite fashion brands.

"The fashion industry has a rippling effect on society, having direct impact on the Sustainable Development Goals. The Conscious Fashion Campaign driven by Kerry Bannigan provides an important platform that demonstrates how the fashion industry is shifting business models, integrating sustainability principles and driving advocacy around a new paradigm in fashion.”

All brands working towards sustainability will be invited to submit samples to the Conscious Fashion Campaign installation and each piece will be given a tag to educate attendees on which Sustainable Development Goals the brand is supporting along with its stand number.

Pure also partners with the Common Objective sustainable fashion platform, which will be taking part in the initiative by hosting a panel discussion with United Nations guest speakers. Common Objective will also be hosting its own guided buying tours bringing buyers directly to brands in Conscious and the CFC installation.

"We are over the moon to continue our partnerships with the United Nations via the CFC installation and Common Objective to place the spotlight on how conscious fashion is redefining the value of style," Julie Driscoll added.

Pure London will take place on 10-12 February at London Olympia.