Gifts Today magazine

Pure London on trend

Festival of Fashion Pure London, 21-23 July at Olympia London, has partnered with world class forecasting service Unique Style Platform to deliver trend presentations on the Main Stage each day highlighting the designers, brands, retailers, consumer attitudes and cultural drivers that will impact the fashion markets for SS20

On Monday Pantone will present its PANTONEVIEW Colour Trend Forecast including highlights of SS20 as well as a preview of AW20/21 designed to inform and direct buying strategies. The presentation will also feature the in-depth colour story behind the Main Stage Pure London catwalk selections.

A must for buyers, Jane Kellock, Founder & Creative Director at Unique Style Platform will offer curated insights to inform the creative process and inspire innovation during her sessions. Looking beyond just fashion, its forecast offers intelligent, timely and relevant content. Jane says: 'In response to a world in a state of flux, our SS20 Macro Trend Forecast explores the bigger picture developments across culture, lifestyle, art, technology and retail, offering insight into future consumer behaviours.

'During our presentations we will outline what impact our four macro trends - Honest, Limitless, Ritual and Brave - will have in terms of fashion, highlighting directions for styling, colour, fabric and texture, with an added focus on footwear & accessories. Here’s a little taster…'

The wonders of nature inspire a raw luxe aesthetic that blends contemporary craft and imperfect beauty. Design and technology utilise natural resources and re-thinks wasteful processes to make sustainability the ultimate luxury. Basic items are elevated through the use of simplified volume, clean lines and practical performance.

Pushing creative boundaries encourages a brave approach in an increasingly fragile world. Unexpected combinations contrast uber feminine frills and girly silhouettes with tech sports details. A rebellious attitude and brave approach to style clashing is key, redefining glamour and what it means to be a modern woman. Inspired by an amplified version of femininity, a palette of fragile pales and tinted pastels are met with shocking neon twists, creating a dual mood that is sweetly sinister.

Seeking serenity and meaningful experiences sees a return to ancient ritual and a renewed connection to nature. Modern mysticism inspires an otherworldly mood of soft tailoring and floaty layers, mixed with contemporary Western touches, prairie dresses and unexpected proportions.

Hybrid combinations and unexpected collaborations continue to be important, as a new breed of gently rebellious consumers seek to be their own authentic selves. Creative, individual and fiercely feminine, bold colour and sportswear styling drives a new era of glamour and fresh take on contemporary power dressing.

Future trends and consumer habits continue across the schedule throughout the three-day show. On Sunday on the Future Stage hear the top line trends and tactics in social media marketing from Jay Paul, Digital Consultant from General Assembly. On Monday morning, Jacqueline Windsor, Partner at PWC outlines the PWC Retail Report, looking behind the headlines at the real story of the UK retail market and presenting the latest reports and research into trade and consumer behaviours. And back on the Future Stage on Tuesday, The Future Consumer Wardrobe by sustainable stylist Lauren Engekle looks ahead at what the consumer wants in their wardrobe, with a review of new retail models.

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