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Published
Jul 6, 2022
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Arizona Muse and Dana Thomas are Pure London keynote speakers

Published
Jul 6, 2022

Pure London has been making a string of announcements in recent weeks and the latest is around two keynote speakers headlining the show’s Power of One sustainability content.


Arizona Muse



The two are model and activist Arizona Muse and Dana Thomas, author of Fashionopolis and Vogue’s newly appointed Contributing European Sustainability Editor.

They’ll be headlining at the event that runs at Olympia from 17-19 July.

They’re part of schedule that has seen organiser Hyve pulling out all the stops for the return of the show that hasn’t run in its regular format since just before the pandemic. Since then, it’s either been a digital offer or combined with Scoop in a much smaller tradeshow.

Kicking off the Power of One sessions, Thomas will appear on the Sunday morning, talking about why it’s “not only important but imperative to be eco-responsible in fashion, from field to form”.

On Monday afternoon, she’ll also be in conversation with Muse, talking about their shared focus on raising awareness of the climate emergency, biodynamic farming, and some of the positive solutions for businesses keen to support a regenerative and sustainable future.

Muse — who’s previously fronted campaigns for major fashion and beauty names as well as appearing on countless glossy mag covers — is the founder of DIRT, a charity launched last year that supports and promotes biodynamic farming as a solution to soil degradation and the climate crisis as a whole. 

DIRT also acts as a link for companies willing to support producers and contribute to establish more sustainable processes. It has a portfolio of collaborations, including a biodynamic wool-producing farm in England, a mine regeneration project in Uganda, and a foundation that helps rescue, protect and reintegrate trafficked children and women in Romania by offering them shelter and work on biodynamic farms.

Muse herself is also on the board of The Sustainable Angle, the UK resource for sourcing sustainable materials. And she contributes to Fashion Revolution, a team of business leaders, policymakers and brands working together to radically change the way clothes are sourced, produced and consumed.

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