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Pure London launches 20/21 campaign

by Olivia Powell

The Festival of Fashion Pure London in collaboration with the international home for fabric and garment sourcing Pure Origin, have launched an Autumn-Winter 20/21 (AW20/21) campaign and over-arching manifesto.

The campaign and manifesto is called Nomad, and it has been developed in response to global and political tensions. It aims to be positive, and has been designed to spotlight the show’s creative direction for the future; for February’s AW20/21 season the campaign ‘embodies the concept of a perpetual future’ by using ‘dynamic, bright and contemporary’ graphics.

Event director at Pure London and Pure Origin, Gloria Sandrucci, said: We are heading into an exciting new decade and at Pure London and Pure Origin we continue to strive to inspire, innovate and connect at the forefront of an evolving global industry. We also have the mindset to make real changes that last, continue to advocate better practice in the fashion industry, and help deliver a better world for future generations. The Nomad manifesto encompasses this ethos for the future by placing the spotlight on the importance of boundary-less connections and genuine communication. I adore the bold and vibrant new AW20/21 visual campaign, which will run across all of our visuals and I can’t wait to see it come to life on-site at the show as a backdrop to the stunning AW20/21 collections within Pure London and beyond under Pure Origin’s roof.”

The Nomad manifesto can be found below:

‘In a world where new boundaries are drawn every day, it’s time to break free from the limits.

At Pure London and Pure Origin, we’re reclaiming control, celebrating boundary-less creativity that spans the globe. This year, our Festival of Fashion will open new doors for communication and collaboration amidst a political world full of contention. Free from physical and metaphorical confines, the shows offer a space for connection; for expression; for inspiration. It is a platform to enable real-time communication about the issues that face us right now.

Countering everything from Brexit turbulence to the sustainability crisis, Pure London and Pure Origin are a collective of professionals driving change in the industry. No change is too small, no challenge is too big. Together, we will break through the barriers that restrict our creativity, to change the way we produce and consume fashion for the better. From the Power of One campaign, designed to break down the barriers to a sustainable future in fashion, to our insightful seminars, Pure London and Pure Origin are here to tell stories, share answers and keep pace with our ever-changing global industry.

Pure London is made of carefully curated sectors, encompassing everything from ethical fashion, and ready to wear collections and Pure Origin is the new international home of supply chain and manufacture. We bring premium players through the doors of Olympia London each season, from the most iconic brands to the newest faces out there. We are Pure London and Pure Origin, and this is our story.

The dynamic AW20/21 campaign features bold visual pathways presenting the idea of an ever-moving landscape; forms are inspired by fashion, its materials, layers and textures with an emphasis on strong lines, links and connections.

Alongside over 700 brands offering womenswear, menswear, footwear and accessories, young fashion, kidswear in Bubble at Pure London, and ethical fashion in Pure Conscious, the February edition will present an inspiring and educational content programme, keynote speakers and trend-led catwalk shows. Pure Origin provides access to 7 curated sectors across supply and manufacturing. Together with Pure London, guests can explore the full fashion supply chain under one roof – creating the only fashion trade show in the UK that offers this unique experience’.

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