Pure London launches new theme for SS18

Leading London fashion trade fair Pure London has launched its new campaign for its Spring/Summer 2018 edition, set to take place this July. Known as Oriental Futures, Pure's new campaign has been described as a ‘cultural fusion’ which sees Eastern-inspired artistry merge with futuristic and celestial approaches.

The new theme, which was inspired by WGSN trend forecast, aims to develop a fashion movement which brings together two fundamental ideas - interplanetary trade and oriental culture. Oriental Future, which focuses on unity and collaboration across cultures and locations, draws reference from a number of Eastern artistries, as well as the universe’s unique constellations. Together these elements create Pure London’s new creative campaign, which will be displayed on its website, as well as across its upcoming trade event at Olympia London in July.

Over 800 brands have signed on to exhibition their latest collection at Pure London, which is set take place from July 23 to 25, 2017.

Photos: Courtesy of Pure London