Pure London unveils New Nobleness theme, campaign for next event

By

Sandra Halliday

Published
Nov 11, 2022

As it continues to bounce back from several seasons impacted by the pandemic, Pure London’s next show in February 2023 comes with a new campaign and overarching theme.

The trade show that includes womenswear, accessories, footwear, and jewellery brands, is focusing on a New Nobleness theme created in collaboration with its trend agency partner Promostyl.

“Faced with the climate emergency and a deep awareness of the living world, the new theme gives rise to a new kind of nobleness, reflecting a desire to avoid yet learn from the mistakes of past generations whilst celebrating heritage, luxury craftsmanship, and great traditions” it said. “Inspired by Charles Darwin’s quote 'the love for all living creatures is the most noble attribute of man’, a subtle yet powerful demonstration of integrity, selflessness, honesty, decency, courage, virtue, and kindness underpin the New Nobleness values”.

In practice, that reflects the increasing pace of change within the fashion industry, from the beginning of the supply chain through to the end consumer.

The organisers said it’s a “bold theme which encapsulates the honest understanding of the sustainability challenges the fashion industry faces and the courageous journey forward to a better world whilst presenting and elevating the beauty and value of fashion”.

It has worked with Promostyl on the New Nobleness colour palette including Imperial Green, Metal Bronze, Palladium, Feminine Force and Icon that “feels regal, iconic and luxurious yet also natural and bold”. 

The theme can be seen in a set of graphics and imagery embodying the New Nobleness values running throughout the season’s campaign and will be brought to life at the February 23 show.

Event director Gloria Sandrucci said: “The last few years have been an incredibly challenging time but fashion has the ability to bounce back, inspire, break down barriers, drive change, and truly make a difference. Our New Nobleness theme takes the best of our past, our heritage, craftsmanship and traditions and takes it to a more noble level.”