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Published
May 4, 2017
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Pure London unveils Oriental Futures theme for SS18 show

Published
May 4, 2017

Fashion trade show Pure London has announced that its SS18 show, running from 23-25 July, will explore Eastern-inspired arts and artistry with a futuristic approach as part of its ‘Oriental Futures’ theme.


Image: Pure London


Inspired by WGSN’s SS18 trend forecast, the theme aims to create a “fashion movement which ties together two fundamental ideas – the first being Oriental culture, the second being interplanetary travel.”

“With a focus on unity and collaboration across cultures and galaxies, Oriental Futures explores the stratosphere where scintillating constellations meet Eastern-inspired arts. Delve deeper into a unified cosmos rich in tradition, yet contemporary and authentic. WGSN trends reference eastern artistry and discover new galactic realms inviting you immerse yourself in a journey of collaborative auras. A celestial rise…a cultural collision and fusion of two worlds,” says Pure.

The theme will be featured in the event’s creative campaign and website to fuel creativity amongst its audience ahead of the July show.

Showcasing over 800 brands, many of which can be discovered exclusively at the event, Pure London is the leading UK trade fashion buying event with collections across womenswear, footwear, accessories and young fashion.

This season, Pure Man, the show’s dedicated menswear section, will continue to grow with a new ‘Concept’ pop up area featuring premium concept brands, while the athleisure area will return after a successful launch last season.  

Pure London will take place at London Olympia.

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