Pure London teams up with Common Objective for ethical fashion section at next show

Pure London
Kleed Kimono

Contemporary women’s and men’s trade show Pure London has teamed up with Common Objective, the new online platform launched by the team at the Ethical Fashion Forum, to create a dedicated section at its next edition for ethical fashion.

The Pure Conscious section will house an edited curation of footwear and accessories, men’s and womenswear, from a host of emerging designers such as Sami for ES.EM, luxury loungewear brand Kleed Kimonos, and Zola Amour, as well as Pure London regulars including Thought.

Pure London managing director Julie Driscoll said Pure Conscious will serve to highlight emerging brands in the field as well as shining a light on the sustainable brands that already exhibit at the show.

“Pure London, together with Common Objective aims to push for a change in the fashion industry. Consumers want visibility, they want to know they are buying sustainable and eco-friendly fashion. Driven by consumer demand and facilitated by the impact of social media, ethical fashion is no longer a buzzword. Fashion with a conscience is now an essential, not just a niche concern for retailers,” Driscoll said.

Common Objective has been dubbed the “Linked-in for ethical and sustainable fashion”. Its aim is to connect fashion professionals across the supply chain – from suppliers to brands to retailers – in order to further better social and environmental practices in the industry.

Pure Conscious will also be supported at the show with a content programme including seminars discussing the circular economy, sustainable fashion and why we need to care.

Pure London, and its sister show for sourcing Pure Origin, will take place at London Olympia from 22-24 July.