From the Sector

Source Fashion, the UK’s leading fashion sourcing show, unveiled its new retro-inspired brand identity, which will come to life at the next edition, taking place 12–14 January 2026 at Olympia London. 

Alongside the rebrand, Source Fashion announces its 2026 creative theme, Analogue Futures, developed in collaboration with official fashion trend partner Trend Suite, founded by trend forecaster and designer Tiffany Hill. Analogue Futures champions authenticity, slowness, community, and creativity in response to an increasingly digital world. With an aesthetic rooted in 1980s and 1990s nostalgia, the reimagined Source Fashion will bring together global makers, designers, and retailers to explore fashion as activism and expression, and to celebrate the power of real human connection.
 
At a time when algorithms, automation, and polished pixels dominate our cultural landscape, Analogue Futures represents a growing creative movement that values imperfection, tactility, and authentic connection. From the resurgence of film cameras, Polaroids, cassette tapes, and vinyl to the rise of repair cafés and limited-run collaborations, this new analogue underground is rejecting the frictionless feed in favour of slower, more human ways of creating and sharing.
 
For Source Fashion, this ethos is more than a trend, it’s a manifesto. “In a world obsessed with filters and speed, we are choosing to press pause,” says Suzanne Ellingham, Source Fashion Event Director. “Analogue Futures is about valuing moments, memories, and creativity that lasts longer than a scroll. This really speaks to the mindset of slowing down, thinking about what we buy, how we make. It also taps into the degrowth models, reducing volumes, valuing what we make, and who makes it. Fashion has always been activism and expression, and this theme allows us to explore it in a way that feels real and connected to a growing consumer mindset.”
 
Visitors to the January show will see this philosophy brought to life. Expect a bold retro aesthetic rooted in 1980s and 1990s nostalgia and analogue design cues woven into experiences across the show floor.
 
The rebrand also reflects Source Fashion’s commitment to community. Moving away from mass attention and quick transactions, the show will prioritise deeper connections between buyers, suppliers, and creators. Alongside the exhibition, 2026 will see more community-building initiatives including retail safaris, industry mixers, and collaborative content partnerships.
 
By embracing imperfection, slowing down, and prioritising people over technology, Source Fashion’s Analogue Futures marks not only a striking new creative direction for the brand, but also a rallying call for the fashion industry to be more human, more sustainable, and more real.