Source Fashion opens with record-breaking visitor numbers at Olympia London

With a shared commitment to driving positive change in the retail sector, attendees explored innovative sustainable solutions and forged impactful connections that are set to shape the future of fashion.

The event features an impressive line-up of responsible manufacturers from around the globe with the spotlight on the UK, Portugal, Egypt, India, Indonesia and Nepal.

Nicola Kirby, Head of Sourcing, Fashion and Home, John Lewis commented, ‘’Sourcing is really important to us, and having an event like this so close to our head office in London allows us to connect with both new and existing suppliers. We’re seeing exciting opportunities in emerging markets, including Egypt and Indonesia, alongside strong tailoring expertise here. Specifically, we are looking for new childrenswear suppliers and exploring ways to expand our sourcing network. The event provided a crucial platform for discovering new suppliers, discussing regional trends, and assessing sustainable solutions. We’ve been to every show so far and this year is bigger and more vibrant than ever. There’s a strong presence of buyers, fabric suppliers, and garment manufacturers. The discussions around circularity and global sourcing challenges have been particularly valuable.’’

Niren Shah, Owner of Desert Crafts, commented, “We manufacture womenswear, menswear and kidswear right from wholesale to high street. We export a lot to the UK, alongside Australia, Spain, US and Germany – but my main focus at the moment is to grow our business in English speaking countries. One of my regular clients has visited today and we’ve met some high-street retail brands too – it’s been a great day overall. I’ve been exhibiting here for so many years now, for both February and July editions – and we’ve already re-booked for July this year!’’

The Source Catwalk Show held three times daily, captivated audiences with standout collections from exhibitors. Three distinct trends - Reconstructed, Circus, and Romance - captured the energy of the season, complemented by a vibrant swimwear story curated by sustainable stylist Rebekah Roy. Closing the show in style, headline designer Stuart Trevor, founder of All Saints and a passionate sustainability advocate, unveiled his latest label, STUART TREVOR, showcasing contemporary designs crafted from sustainable and repurposed materials.

The panel discussions on the Source Catwalk Stage and lively conversations on the Source Debates Stage have also drawn crowds with a series of thought-provoking talks from leading industry professionals discussing the latest trends and topics in sustainable fashion.

Speaking on the Source Catwalk Stage, Nick Reed, Founder of Neem London, chaired a panel discussion titled “From Fast Fashion to Circularity – Encouraging Consumers to Embrace Sustainable Fashion Models.” Charlotte Pumford, Head of Sustainability at Vivobarefoot, highlighted three key elements for circularity: slowing down production by focusing on local, on-demand manufacturing; designing products with intentionality for repair, durability, and recycling; and maintaining transparency to understand the impact of manufacturing.

Jackie Andrews-Udall, Sustainability Director at Johnstons of Elgin, emphasised two categories of circular textiles: “soil-to-soil” biodegradable materials and “recyclable” textiles that can be reintroduced as new products. She praised wool and silk for their recyclability and ability to nourish the soil at the end of their life. Sarah Jordan, Founder and CEO of Y.O.U. Underwear, pointed out the challenge of changing consumer behaviour, as many are accustomed to synthetic fibre blends that enhance fit and appearance. She stressed that overcoming this mindset is essential for achieving circularity in fashion.

On the Source Debates Stage, topics ranged from how to produce less while maintaining the same level of profit, to the use of authentic language, building trust, and what can be perceived as greenwashing. However, the liveliest debate of the day came when Giovanni Beatrice, Founder of Forward in Fashion joined Sherin Hosni, Executive Director of the Apparel Export Council of Egypt, to discuss North Africa's potential as a sourcing alternative to Asia.

Beatrice highlighted a shift from traditionally low-cost Asian manufacturers towards more sustainable sourcing, driven by environmental concerns and stricter legislation. They noted growing interest in African countries such as Morocco, Tunisia, and Egypt, emphasising the importance of matching products to the right markets while minimising environmental impact. Hosni underscored Egypt’s emergence as a leader in high-quality, responsibly produced apparel, supported by efficient business services and sustainable practices.

Giovanni Beatrice, Founder of Forward in Fashion, commented, “Currently Turkey has a very important role in supplying the UK and the EU market. However, due to the inflation and increasing cost and increasing minimum wage, the business is being forced to move. The next best country that also makes fabrics and trims etc. is Egypt, and right now, Egypt is a magnet for everybody that's struggling with production in Turkey. Next to that, it's all about environmental impact. If we look at nearby countries, Egypt has the lowest minimum wage and zero import duties to the EU. The industry is also looking to increase their near shoring solutions - If we manufacture in Asia, and transport the goods by boats, environmental impact is high but if you do the same in Egypt, environmental impact is much less!”

New to the show Egyptian Pavilion showcases 20 companies, highlighting the exceptional quality, craftsmanship, and sustainability practices of Egyptian manufacturers. It offered UK and European buyers an unparalleled opportunity to source responsibly, reinforcing Egypt’s growing reputation as a leader in sustainable fashion production.

Within the Eyptian Pavillion, Omar Abdelfattah, Vice Chair, El Helal Company, commented on exhibiting at the show; “We are at Source Fashion to find new customers, as we are finding that interest from the UK market is growing. Egypt is an important country for manufacturing and sourcing for the UK, it is duty free to the UK and the whole European market and I believe our prices are very competitive. Compared to the long lead time and transit time from Asia, the seven to eight days lead-time make us much more appealing”

Suzanne Ellingham, Event Director of Source Fashion, said, “I’m thrilled that today has seen record numbers of visitors come through the door. That’s including serious buyers from the UK’s largest brands and retailers who are looking to forge new relationships and do better business. Our mission is to connect international manufacturers with UK and European buyers seeking responsible sourcing solutions, and the show is delivering on this promise.

The inspiring and eye-opening content program kicked off with industry leaders in sustainability addressing the biggest challenges in responsible manufacturing and sourcing today. I have been blown away by the source Debates stage and the audience participation, Hearing the conversation from the industry and seeing people sharing publicly their ways of working, really just doesn’t happen very often. We have a platform that allows this to happen and that, to me, is something we are incredibly proud of. We’re excited for what’s still to come over the next two days.”

Day Two at Source Fashion: Industry Leaders Push for Smarter, More Sustainable Sourcing

Day two of Source Fashion, Europe’s responsible sourcing show at Olympia London, continued to connect the world of fashion sourcing and opened up discussions on legislation and sustainable practices within the industry.

Sourcing and sustainability managers, heads of product development, buyers, merchandising directors, heads of design, and garment technologists from leading brands and retailers attended today, including Lulu Guinness, ASOS, Pretty Lavish, Birkenstock, Lucy & Yak, Oxford Shirt Company, French Connection, Aspinall’s, River Island, West Ham United, Sahara London and ME+EM.

Amie Benton, Buyer at Pretty Lavish, and Hannah Cooper, Buyer at Pretty Lavish, commented: “We have come to fill the gaps in our supply chain. We mainly work with Far East countries such as China, so we are here looking for more short-lead sourcing.

“It is always good to have sources closer to home and to spread risk as much as possible. We also want to be more reactive in the season. We are looking for womenswear and menswear across all product categories. We find it useful to visit shows, especially here in London.”

Catherine Loader, Sustainability Manager, John Lewis said: “It’s great to see sustainability embedded as part Source Fashion. From the speakers to the suppliers - I was impressed with how sustainability is incorporated throughout the exhibition.”

Content was at the top of the agenda today, with engaging debates and insightful talks focusing on the evolving landscape of sustainable fashion.

A highlight from today’s show was an inspiring Fireside Chat with Stuart Trevor, Founder of AllSaints and STUART TREVOR. Lauretta Roberts, Co-Founder, CEO, and Editor-in-Chief at Industry.fashion spoke with Trevor about his career as he shared his journey from studying fashion at Nottingham Trent University to winning a student Menswear Design Award and working for Reiss and Paul Smith.

Trevor discussed the creation of AllSaints, which launched at Paris Fashion Week, selling over £2 million in its first season. He is now launching his new brand, STUART TREVOR, which focuses on upcycling vintage military garments, with an emphasis on sustainability and customisation.

"The rise of fast fashion and mobile phone use has brainwashed consumers into believing we don’t have enough. We all have wardrobes full of clothes that we don’t know what to do with. I work only with used clothing and customise them. We make on demand, so there is no waste."

Trevor went on to talk about sustainable fashion practices and the importance of repurposing old stock. He believes that Gen Z is the future: "I believe it’s all about Gen Z— most only wear vintage clothing. I think the barometer is swinging the other way, and more brands will realise that."

The STUART TREVOR bespoke collection is brought to life each day on the Source Catwalk showcasing his signature craftsmanship and innovation.

Following the morning’s catwalk presentation, Andrew Xeni, Founder of Nobody’s Child, and Graeme Moran, Associate Editor at Drapers, discussed the need for greater transparency in retail supply chains, highlighting the inefficiencies of overproduction and unsustainable buying practices. Retailers often over order to secure lower costs, yet much of the stock goes unsold, leading to financial and environmental waste. Xeni commented that manufacturers should challenge retailers on sales expectations to improve stock management, reduce waste, and achieve long-term savings. They also addressed the growing need for brands to balance overseas and local sourcing in response to supply chain disruptions and economic instability.

The discussion underscored sustainability as an industry expectation rather than a passing trend, yet many businesses still prioritise cost over resilience. Moran and Xeni argued that legislation should be seen as a framework for positive change rather than a restrictive force. They encouraged businesses to proactively reassess sourcing decisions, have open conversations, and integrate sustainability into their core strategies rather than waiting for regulatory mandates.

Next on the Source Catwalk, Lauretta Roberts, Co-Founder, CEO, and Editor-in-Chief of TheIndustry.fashion, led a panel discussion with Simon Platts, Founder of SP&KO Consultancy, and Mark Sumner, Textiles Programme Lead at WRAP, on the balance between growth and sustainability in fashion. Sumner stressed the need to separate business growth from environmental harm by adopting practices that minimise social and ecological impact. Platts highlighted how the traditional fashion model is outdated and how new technologies and consumer awareness can support more responsible growth.

The panel agreed that businesses must take a long-term view, considering sustainability as part of their overall strategy. They discussed the role of legislation in encouraging brands to adopt more sustainable practices, the increasing interest in recommerce, and the need for brands to embrace circular business models to retain value and reduce waste.

At a time when sustainability challenges in fashion demand urgent action, industry leaders Safia Minney MBE, Founder and Executive Director at Fashion Declares!, and Oliver Scutt, Senior Associate at Bates Wells, joined forces on the Source Debates Stage to explore the role of legislation in driving meaningful change.

Minney discussed the industry's slow progress despite decades of efforts. With global fashion production soaring to over 100 billion items per year—most of which are non-biodegradable—she emphasised the necessity of legislative intervention to prevent environmental and social harm. Scutt discussed the complexities of current and emerging regulations, from the EU Green Deal to the UK’s Modern Slavery Act. He discussed the importance of using the law as a force for good, ensuring that businesses committed to sustainability are not penalised while others continue harmful practices unchecked.

Their discussion reinforced the urgency of coordinated action, calling on businesses, policymakers, and consumers to push for stronger legal frameworks that hold corporations accountable. As fashion faces mounting regulatory pressures worldwide, the audience agreed that industry-wide collaboration is needed to influence and shape the future of sustainable fashion.

Speaking about the success of day two Suzanne Ellingham, Event Director of Source Fashion, said: "What has been fantastic to see is the amount of conversation around the challenges that the industry as a whole faces, particularly around sustainability, sourcing, and legislation (or lack of). What we have created is a platform where the community feels that they can participate in the debate. It's incredible that industry-leading experts are willing to give their time to those who truly need it—that’s what has stood out as Source Fashion has grown. There is a real sense of community; people don’t just come to buy from a new source, but to learn and what we’ve created is a safe space for buying, and for meaningful conversations.”