Pure London to introduce new fashion sections

Trade show Pure London will launch five new fashion destinations at its autumn/winter 2023 event in February next year, including premium womenswear, Purely Sustainable, Pure Edge, Pure Body, and Gen Z.

Swati Bhat

Pure London, taking place from February 12-14, 2023, at Olympia London, will add these new destinations to its existing ready-to-wear, Pure Jewel, accessories, and shoes sections.

Gloria Sandrucci, event director at Pure London, said in a statement: “Held in the heart of London in the wonderfully iconic Olympia, there will be no end to the creativity you’ll see on the show floor at the autumn winter 23/4 edition of Pure London next February.

“I am over the moon to introduce so many new destinations and offer a curated and inspirational space for global fashion collections. Join us to discover the buzz of Pure London.”

Purely Sustainable will place sustainability at the forefront of the trade show to raise the profile of ethical and sustainable fashion across the entire event and will include a curated selection of conscious exhibitors.

While Pure Edge will provide a new home for alternation lifestyle collections that are “independent, unapologetic, and diverse,” and Pure Body will be a dedicated space for athleisure collections, lingerie, swimwear, hosiery, and nightwear.

Gen-Z will add a new home for “young, edgy and fun looks” that encapsulates the energy and mood of young fashion with trend-led, ready-to-order, and street-style collections.

There will also be a new premium womenswear destination, designed with elegance and longevity in mind, featuring high-end labels such as POM Amsterdam, Vilagallo, La Fee, and Humility.

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ALDO launches latest footwear innovation: Pillow Walk

Mumbai [India], October 6 (BusinessWire India): Launching this Fall 2022, leading global fashion footwear and accessories brand, ALDO, announces its newest campaign in support of the brands latest footwear innovation, Pillow Walk™ technology.

Swati Bhat

An introduction to comfort, that doesn't sacrifice style and only available at ALDO, Pillow Walk™ technology was born from the combination of three key elements.

First, addressing the pent-up demand for dress, but a desire for comfort to remain. Second, the knowledge that ALDO is a destination for dress and third, ALDO's approach to unique comfort technologies that differentiate the brand in the market. Pillow Walk™ technology has been developed with molded sock foam that strategically provides extra padding at the heel and ball of the foot for all day dreamy comfort and the dual-density foam formula helps to absorb impact and release comfortably, skipping the "break in" period.

To accompany the launch of the collection, the brand will also debut its Fall 2022 campaign, a true visual embodiment of Pillow Walk™ technology. Inspired by popular social content and interpreted into a digital-first approach that feels native to platforms like Instagram and TikTok, the campaign creative truly allows the assortment and technology to stand out and grab consumer's attention. "We're heading into an era in fashion where style and comfort need to be synonymous," says Daianara Grullon Amalfitano, SVP ALDO brand. "ALDO is known for our dress category and we saw a major opportunity to delight consumers with a silhouette that usually is the most uncomfortable - ladies' heels.

We chose to make this the center of the campaign. For the campaign, we really experimented with the use of CGI and 3D elements.

As the Metaverse begins to permeate pop culture, trend-driven brands are adopting some of its aesthetic. We used CGI special effects to not only differentiate the content, but to also communicate pillowy comfort in a very clear way to the consumer. Style and comfort are always at the forefront."

The Fall 2022 campaign was brought to life by Director and effects specialist Ben Steiger Levine, alongside Director of Photography, Jonathan Decoste, photographer Alexandre Royal Gilbert and styling by Cary Tauben.

This story is provided by BusinessWire India. TC will not be responsible in any way for the content of this article.

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Primark launches specialist breast cancer collection

Primark has launched a specialist breast cancer collection, co-designed and developed with Breast Cancer Now charity and people who have been impacted by breast cancer.

Swati Bhat

The 28-piece collection marks the second collection from Primark and Breast Cancer Now, and features leisurewear, underwear, nightwear and accessories, such as hoodies, T-shirts and cami tops, briefs, nightwear and accessories, including slippers and socks.

The permanent Breast Cancer Awareness collection also includes post-surgery bras featuring product innovations and Cool Max technology to address challenges such as tenderness, swelling and hot flushes that many women may experience during treatment, recovery and post-surgery.

In addition, this year’s range also includes a post-surgery lace bralette, following research that showed many women still want to look and feel good during treatment and recovery from breast cancer.

Alongside the collection, Primark is donating 750,000 pounds to charity in support of Breast Cancer Awareness month to drive awareness, fund research and support services of cancer charities across Europe, the UK and the US.

The retailer has also launched a campaign sharing real-life stories to highlight the impact of breast cancer on relationships, self-confidence and body image.

Ann-Marie Cregan, trading director at Primark, said in a statement: “We want to support and empower women, whatever life brings. Cancer affects so many of us and we are really proud to be using our scale to drive awareness, raise vital funds and support services for people affected by cancer.

“We are listening to our colleagues, customers and wider organisations and offering women the products they need at every stage of their lives. We know that specialist products like these aren’t always accessible or affordable to everyone and we want to change this by bringing high-quality technical products that are comfortable, functional and look good to as many women as possible, at the best value on the high street.”

In the UK and Republic of Ireland, Primark have also activated a customer fundraising campaign where customers can donate one pound/euro (or any multiple of this value) at the till in all stores. UK customer donations will be shared evenly between Breast Cancer Now, Cancer Research UK and The Christie Charitable Fund. In the Republic of Ireland customer donations will go to The Irish Cancer Society.

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