Pure London blends nature and tech trends for July show theme

By

Nigel TAYLOR

Published
Apr 12, 2023

The theme of a tradeshow might not seem like the most important element of any event, but it’s a key reflection of just where the industry is heading and the theme for the next Pure London is all about nature meeting technology.

Pure’s title and theme for its upcoming summer show is under the banner ‘Nature-Verse’. The 16–18 July event at Olympia London will be a fusion of two of 2024’s strongest fashion trends, Nature Preserve and Technology Transition, “which highlights the powerful role of technology in preserving the natural world”.

The theme will be presented in a set of graphics and imagery running throughout the season’s campaign and will be brought to life at the July 2023 show on the catwalk and features areas.

Created in collaboration with Promostyl, the show’s trend agency partner explained: “After seeking salvation, innovation, and entertainment in technology, we have now decided to use it to completely digitalise our lives and explore the boundaries between what is real and what is virtual. So Nature-Verse sees the light through AI assisted designs, the manipulation of textile into dripping digital texture and the ever-growing use of 3D printing”. 

It added: “It harvests the power of technology in service of nature to inspire a collective pledge to preserve, cherish and protect natural elements in the new world we’re trying to create.  Futurist yet feminine, a romantic outlook with a flora and fauna vibe features a new dimensional futuristic twist with the physical, natural and the digital living under the same roof”.

Nature-Verse comprises a ‘fresh, luminous, and floral-inspired colour palette”. It features metallic and iridescent shades of Dewdrop, Spearmint, Periwinkle, Springwater, and Earth, “bringing joy and a deep sense of wellbeing alongside almost ethereal out-of-this-world digital tones, divining nature’s supreme resilience”. 

Gloria Sandrucci, Event Director at Pure London, added: “[Nature-Verse] represents everything we stand for at Pure London and the incredible work so many people are doing to protect our natural world. Ultra-new natural components are experiencing an extraordinary research and development boom and to preserve our natural world, we are taking huge leaps in technology to develop new high-tech natural materials and processes to replace the ones that are so damaging to our world.”