PURE LONDON 137 Visit Pure London to get an insider’s look at the most trusted trends insights, a sustainability focus, and transformative business opportunities Pure London’s mission is to become the UK’s most inspiring and diverse celebration of fashion, providing the most trusted trends insights, speaking up for sustainability, and offering transformative business opportunity. Pure London returns to Olympia London on the 16th – 18th July 2023. The UK’s largest festival of fashion, Pure London’s theme for the July 2023 show is Nature-Verse. Nature-Verse is a fusion of two of 2024’s strongest fashion trends, Nature Preserve and Technology Transition which highlights the powerful role of technology in preserving the natural world. After seeking salvation, innovation, and entertainment in technology, we have now decided to use it to completely digitalize our lives and explore the boundaries between what is real and what is virtual. Nature-Verse sees the light through AI assisted designs, the manipulation of textile into dripping digital texture and the evergrowing use of 3D printing. It harvests the power of technology in service of nature to inspire a collective pledge to preserve, cherish and protect natural elements in the new world we’re trying to create. Futurist yet feminine, a romantic outlook with a flora and fauna vibe features a new dimensional futuristic twist with the physical, natural and the digital living under the same roof. Gloria Sandrucci, Event Director at Pure London says, “I am extremely excited about our Nature-Verse theme for July’s show. It represents everything we stand for at Pure London and the incredible work so many people are doing to protect our natural world. Ultra newnatural components are experiencing an extraordinary research and development boom and to preserve our natural world, we are taking huge leaps in technology to develop new high-tech natural materials and processes to replace the ones that are so damaging to our world. I look forward to seeing the theme brought to life.” New destinations This July will see the launch of a new destination POP which joins the existing Sustainable, Womenswear, Shoes, Accessories and Jewellery destinations. Inspired by pop culture, the new destination POP invites visitors to engage with the next generation, offering a diverse selection of streetwear, alternative, gender neutral collections, vintage labels, festival ‘fits and tech infused pieces. Driven by inclusivity, innovation A CELEBRATION OF FASHION IN BRIEF Who: Pure London Where: Olympia London When: 16th – 18th July, 2023
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