Pure Origin to launch trend catwalk and tech and innovation area

Pure Origin, the section of Pure London dedicated to fashion sourcing and manufacturing, has announced that for its upcoming February show it will be launching its own dedicated AW21/SS22 ‘trend’ catwalk show, as well as an area showcasing new technologies and emerging trends in the fashion world.

Taking place alongside Pure London at London Olympia from the 10-12 February, Pure Origin’s new catwalk will showcase the latest trends and innovations for sourcing, sustainability and manufacturing - spotlighting fabric, raw materials, apparel, footwear and accessories.

Additionally, tech brands such as Lectra, EFI Optitex and Thermore® will be showing off the latest technologies and emerging trends that will shape the future of fashion. As part of the section, Thermore®, an Italian company and expert in thermal insulation technology, has partnered with global fashion brand Guess to present an outerwear collection made from recycled plastic bottles.

Laura Beretta, export manager at Thermore®, said in a statement: “Pure Origin is the right place to be as we are interested in building new contacts in the UK fashion industry. Thermore firmly believes in ethical product development which benefits global consumers.”

Stefania Del Chiaro, marketing manager at Lectra, added: “At Pure Origin, we will show how Lectra is enabling its customers to produce on demand for the first time ever with an end-to-end offer that automates the entire personalisation process from product development to final cutting stages.”

Photo credit: Pure London 2018