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Pure London launches sustainable fashion area

Trade show Pure London is launching a new section at its July event, Pure Conscious, which will be dedicated to sustainable brands.

The new space will showcase an edited curation of womenswear, menswear, footwear and accessories, including emerging designers such as luxury loungewear brand Kleed Kimonos and Pure London regulars like clothing brand Thought.

Pure London managing director Julie Driscoll explained: “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.”

Pure Conscious, together with Common Objective, a new online platform launched by the Ethical Fashion Forum, said it aims to educate and connect conscious designers with retailers and brands, whilst also creating a platform for new and emerging talent.

Common Objective has been likened to a “LinkedIn for ethical and sustainable fashion”. It aims 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.

The next edition of Pure London takes place at London Olympia from 22 – 24 July. 

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