Pure London, the largest fashion festival in London and leading destination for fashion inspiration opened recently. The show featured some of the most exciting brands and the hottest emerging designers and global manufacturers. One of the highlights of the event included the re-launch of the Spirit fast fashion section as Gen Z to reflect the growing demographic du jour shaping our current culture and the future. Encapsulating the energy and mood of young fashion, Gen Z is filled with off-the-minute, trend-led, street style and unisex collections.
The S/S’19 Catwalks, showcased inspirational and creative talents of this year’s Graduate Fashion Week winners and graduates and key looks from the Common Ground, Creative Manifesto and In Touch trends. WGSN delivered their Future Consumer 2020 Buyer Briefing and a SS19 Trend Presentation spotlighting the new consumer voices including Gen Z bringing ‘Responsible Tech’, ‘Watch Now Buy Now’ and the new ‘Ethnic Majorities’ to the fore.
Laura Balmond from the Ellen MacArthur Foundation kicked off the Pure Origin stage outlining their vision for a circular economy and setting out how manufacturers, brands and the consumer can get on board and join forces to redesign fashion’s future.
