The recent Pure London show, held at London Olympia, saw an influx of ethical brands coming to the fore, highlighting the importance sustainability holds within the fashion and accessories industry.
Francesca Muston, Head of Retail and Product Analysis from global trend company WGSN says, "We have seen a gradual increase over the last 18 months, but it feels credible and considered, which is right for the industry."
Muston went on to state that we, "Need to be aware, of where product comes from, how it is made, and what its made from." Seemingly a trend of the show, sustainability was a key theme within the content programme of manufacturing and sourcing section Pure Origin. Trend Forecaster and Fashion Designer Geraldine Wharry discussed trend forecasting for sustainability during her talk, stating, "The future of fashion forecasting is incorporating sustainability into the supply chain."
Along with the need for eco-conscious brands, it was stressed that to stand out amongst an ever-challenging crowd, companies need to dig deep. Farrah Storr, Editor in Chief of Cosmopolitan magazine, said, "To stand out now, you need to be a lot bolder, a lot quicker and a lot smarter in your approach.
"When things are difficult, creatives are best equipped to deal with challenges. When faced with obstacles, you have to dig deep." Four trends were predicted by WGSN on the main stage for A/W 18/19 season, which were: Worldhood; exploring an increasingly globalised street culture, The Thinker; exploring an era of enlightenment, Humanature; discovering the urge to trust our instincts and Dark Wonder, which looks at the new technologies on fashion.
Posted: 12 March 2018