Pure London launches campaign manifesto amid Brexit uncertainty

By

Barbara Santamaria

Published
Sep 5, 2018

In response to the uncertainty facing the UK fashion industry as Britain nears its departure from the European Union, London trade show Pure has launched a new campaign manifesto for its February 2019 edition.

With an international audience, the three-day seasonal show is trying to encourage visitors to Be Bold, Be Brave, Take a Stand, Embrace the Change, Challenge the Status Quo and Join the Power of One.

The campaign, called ‘Redefining Disruption’, will be supported by bold imagery featuring graffiti spray paint effects. Building on the Power of One pledge campaign launched during the July 18 show to accelerate sustainability in the fashion industry, there will be a graffiti-style pledge wall at the February show, asking visitors to make their pledges and join the campaign.

“2019 looks set to continue the uneasy balance between political and economic uncertainty alongside inspiring creativity, innovation and the mindset to make real changes that last, advocate better practice in the fashion industry, and deliver a better world for future generations. We have some exciting plans afoot for Pure London and Pure Origin and look forward to sharing them with you soon,” said Julie Driscoll, managing director of Pure London and Pure Origin.

The event is now under ownership of the ITE Group, following its sale by Ascential earlier this year. The upcoming edition will see over 700 women’s and men’s brands showcase their ready-to-wear and premium collections,  as well as footwear and accessories.