Pure London links with trend agency Promostyl

By

Nigel TAYLOR

Published
Jun 17, 2022

UK trade fashion show Pure London has formed a trend partnership with international style agency Promostyl.

Pure London, which returns to Olympia London on 17 July, will stage three Promostyl trend presentations headlined  by its artistic director Sebastien Renault and assistant creative director Malaika Ewande on The Catwalk across the three-day event.

Promostyl advises global businesses and brands with trend book fashion, brand strategy, and collection development, “using societal, cultural, economic, artistic and technological evolutions and key markers to determine market and consumer trends and translate data into style concepts and trend reports”.

Specifically, the Pure London presentations “will delve into the trends and consumer behaviours” for Spring/Summer 23, Loungewear, and ethical and committed fashion.

‘Dissecting the Trends of Summer 2023 – A return to the essentials and simplicity with audacity and gaiety’ will decipher the major trends of the global ‘Women's Timeless and Women's Casual’ market, “understanding the aspirations of materials, colours, shapes, accessories, and patterns, through an analysis of new consumer behaviours”.
 
‘Loungewear, the new casual’ will explore the fading boundaries between private and professional life, “creating a wardrobe that has been revised for the occasion”.

And ‘Ethic is chic’ will unpick the issues and challenges of committed fashion. “The notion of commitment has long been associated with the environment (producing less and better) but today this commitment is taking a new turn that goes beyond the simple framework of ecology by integrating social and inclusive values”, Promostyl says.

The partnership will also include a trend podcast, digital style guides, and post-show trend reports.
 
Gloria Sandrucci, Event Director, Pure London said: “Our audience devour the forward trends presented each season at Pure London. The expertise at Promostyl is second to none, and [its] insights and trend predictions will be an invaluable resource for our buyers and community.”