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27th July 2018, London

Industry unites at Pure London to support #powerofone

The fashion industry united at Pure London this week, the largest festival of fashion that included sourcing and manufacturing expo Pure Origin, to champion the Power of One campaign advancing the UN Global Goals for Sustainable Development.

The three-day event at London Olympia welcomed thousands of buyers and influencers, new sectors and new brands, inspiring speakers and leading change-makers putting the future and how to make it sustainable, circular and inclusive top of the agenda.

The event welcomed thousands of buyers and influencers, new sectors and new brands, inspiring speakers and leading change-makers. © Pure London

Retailers including John Lewis, House of Fraser, ASOS, Topshop, Miss Selfridges, Quiz, Matchesfashion.com, White Stuff, Paul Smith, and Victoria Beckham attended, while across the three stages topics including diversity, body shape, ethics and environmental issues were discussed by the Ellen MacArthur Foundation, Professor Caryn Franklin MBE, Hilary Alexander OBE, Scarlett Curtis, Orsola de Castro, and Tamsin Lejeune – each one making their Power of One pledge.

Power of One

The Power of One is designed to galvanise the fashion industry into making it more ethical, sustainable and inclusive - championing individual actions and powerful steps to collectively create a better, more sustainable future for our world.

Pure London invited everyone to adopt one of five simple pledges – Get Dirty, Turn It Down, Pass It On, Ethicool, and Actually I Can to advance the UN's Global Goal 12 for Responsible Consumption and Production. The Power of One organic pledge T-shirts made by I Dress Myself were available with a £3 donation per t-shirt going to charity Labour Behind the Label.

Professor Caryn Franklin MBE. © Pure London

“Come clean! Get Dirty and make baby steps to a sustainable future. We invite the consumer to back sustainable brands, think carefully about your choices, and give the world a chance by collectively making a difference,” said Hilary Alexander OBE.

Environmentally-made collections and trends

“Power of One is designed to galvanise the fashion industry into making more ethical and sustainable choices. It may seem overwhelming, but small steps make a massive difference. Brands can be more representative of our society and the role they play in changing our perspectives on body image and the beauty standard. The pledge I’ve chosen is Actually I Can – and it represents empowerment to make a stand and make a change. No voice is too small. Which pledge will you be making?” said Natalie Lee, StylemeSunday.

Pure London team. © Pure London

A huge increase in brands with an ethical standpoint and environmentally-made collections exhibited this season as part of the new Pure Conscious section, demonstrating the pace of growth and interest in this sector as it drives to become the norm.

Future trends by WGSN were brought to life on the catwalk with a special appearance from Graduate Fashion Week winners and graduates, including Aurelie Fontan who showcased a collection made from home-grown biomaterials to demonstrate the possibilities for sustainable design in the future.

Power of individual change

“As we start looking forward to the February 19 show the focus will remain on collaboration across the industry to continue to offer visitors and exhibitors a better experience, to ensure we make sure the issues facing our industry are top of the agenda, and to celebrate and enjoy the incredibly exciting, creative, inspiring and fun world of fashion,” commented Julie Driscoll, Managing Director of Pure London and Pure Origin.

Pure London invited everyone to adopt one of five simple pledges – Get Dirty, Turn It Down, Pass It On, Ethicool, and Actually I Can. © Pure London

“Our Power of One campaign doesn’t end here; it is just getting started! We will continue to champion the power of individual change, to be an advocate for better practice in the fashion industry. Please make your pledge and start making a difference.”

www.purelondon.com

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