Leading festival of fashion Pure London returned to the venue from 10th - 12th February; announcing a collaboration with the Conscious Fashion Campaign (CFC) supported by the United Nations Office for Partnerships.
A dedicated installation, located within the Conscious section, highlighted fashion brands that are working to end poverty, protect the planet, practice sustainability, and raise awareness through meaningful philanthropic and customer engagement initiatives in an effort to transform our world through fashion. United Nations representatives took part in the Pure London Content Programme of seminars to discuss and address the key issues facing the fashion industry and the importance of the United Nations Sustainable Development Goals.
Pure London introduced its Conscious section for ethical and sustainable brands last season and joined forces with the United Nations to launch the Power of One campaign, to support the Sustainable Development Goals with individual pledges aimed at collectively creating change.
Julie Driscoll, Managing Director at Pure London says: "Since launching Conscious and our Power of One campaign to promote change across fashion industry, Pure London has set out to champion brands who put sustainability at the forefront of their business and provides a platform for retailers to discover exciting new ethical brands to meet the growing consumer expectations. We are over the moon to continue our partnerships with the United Nations via the CFC installation and Common Objective to place the spotlight on how conscious fashion is redefining the value of style."
The Conscious Fashion Campaign unites impact driven fashion brands addressing the most pressing issues facing our world today. The initiative celebrates the change-makers and the innovators championing conscious fashion as an influential force for global good towards a sustainable future. The campaign has been designed to do three key things:
- Promote the United Nations Sustainable Development Goals.
- Educate retailers on the importance on investing in sustainable brands and encourage them to do so.
- Support exhibitors in building upon their sustainability.
Lucie Brigham, Chief of Office, United Nations Office for Partnerships says: "Supported by the United Nations Office for Partnerships, the Conscious Fashion Campaign drives awareness and advocacy to achieve the United Nations Sustainable Development Goals to end poverty, protect the planet and ensure prosperity for all. Consumers across the globe expect sustainability and transparency from their favourite fashion brands. The fashion industry has a rippling effect on society, having direct impact on the Sustainable Development Goals. The Conscious Fashion Campaign driven by Kerry Bannigan provides an important platform that demonstrates how the fashion industry is shifting business models, integrating sustainability principles and driving advocacy around a new paradigm in fashion."
For the February show, all brands working towards sustainability were given the opportunity to submit samples to the Conscious Fashion Campaign Installation. Their pieces were especially tagged to educate the audience on which Sustainable Development Goals their brand is supporting and their stand number to drive traffic to their collections.
Pure Conscious partners Common Objective were also involved with the execution of this project by hosting a panel discussion with United Nations guest speakers. Common Objective also hosted their own guided buying tours bringing buyers directly to brands in Conscious and the CFC installation.
Pure London also revealed that the Conscious section has grown exponentially since its launch and the latest show offered visitors a broader cross-section of exciting new womenswear, menswear, and accessories created with sustainability and ethical manufacturing at their heart including Komodo, Nomad Tribe, Reina London, Pasithea, Felicia, Iggy & Burt, The Conscious Company, Soruka, Good People and The Afterlife Project.