Pure London collaborates with Pantone to reveal SS20 colour forecast

Pure London, the fashion trade fair taking place every July and February in London, has teamed up with industry recognised colour authority Pantone Color Institute to give visitors the opportunity to learn more about the overarching theme that links its SS20 colour forecasts: The Sea.


Mint will be one of the colours defining the SS20 season, according to Pantone

“The sea covers 70% of Earth’s surface but whilst it is vast, it’s size and surface area doesn’t overwhelm us. Instead, we find ourselves inspired by its beauty and in awe of its powers,” explained Abigail Bruce, Pantone marketing director.

“The sea captivates our imaginations. That’s not all though. The sea is deep and mysterious – almost like another world. But whilst it might seem alien in some ways, it’s familiar and comforting in others. We go to the sea with our friends and families, to socialise and relax and we find this time refreshing, healing and restorative.”

The fashion fair, which attracts a community of over 700 women’s and menswear brands and designers every season, will be also highlighting Pantone’s Color of The Year: 16-1546 Living Coral.

Both highly influential, these colour themes are determined by Pantone following a process entailing thoughtful consideration and trend analysis. The selection is informed by developments in the entertainment and film industries, art, fashion, design and new trends across travel destinations, lifestyles and all areas of design. Socio-economic conditions are also taken into account, as well as as new technologies, materials, textures, social media platforms and even upcoming sporting events that capture worldwide attention.

As a leading authority,  Pure London said Pantone will be informing colour-themed catwalk scenes on the Pure London main stage.

The next edition of the event will be held on 21-23 July at London Olympia and showcase hundreds of collections across ready-to-wear, premium, and trend-led collections, footwear, accessories, athleisure, childrenswear and a host of ethical and sustainable fashion and accessories under the Pure Conscious banner.

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