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.

EDANA concluded its flagship event, OUTLOOK™ 2025, marking it as a major success with 475 participants from 207 companies across the nonwovens industry addressing the biggest questions. The three-day conference highlighted the urgent need for a unified approach to sustainability, regulation, and innovation in the absorbent hygiene and wipes sectors.

EDANA concluded its flagship event, OUTLOOK™ 2025, last week, marking it as a major success with 475 participants from 207 companies across the nonwovens industry addressing the biggest questions. The three-day conference highlighted the urgent need for a unified approach to sustainability, regulation, and innovation in the absorbent hygiene and wipes sectors.

OUTLOOK™ conference always serves as a critical hub for dialogue, bringing together industry leaders, innovators, and policy experts. This year's conversations consistently centred on how to turn today’s challenges into tomorrow’s opportunities.

A World in Flux: Global Insights and Market Realities 
The event kicked off with a powerful keynote from Ambassador Ivo H. Daalder, who offered a big-picture view of how global alliances and economic policies are reshaping trade and market opportunities. This strategic perspective set the stage for a deeper dive into the industry’s specific challenges. 

Experts from around the world shared insights on the absorbent hygiene product (AHP) markets, particularly in developing countries, where local players are thriving by embracing agility and sustainability. A separate session focused on the wipes sector, where speakers from Water UK, Euromonitor International, and Suominen Corporation underscored that collaboration, innovation, and credible claims are key to a sustainable future for the category. 

Sustainability in the Spotlight
Throughout the conference, sustainability was less of a buzzword and more of a central theme. Sessions provided practical guidance on navigating the EU’s Green Deal and securing funding for projects. A session on Green Claims in Practice was particularly vital, with representatives from the European Environmental Bureau, the TIC Council, and the European Advertising Standards Alliance offering clear advice on how to build consumer trust and avoid greenwashing. 

Innovation was also on full display, with HIRO Technologies’ groundbreaking MycoDigestible™ diaper capturing attention. The product, which uses plastic eating fungi to safely break down diapers, offered a glimpse into how biotechnology could create truly circular solutions. 

Looking Ahead: AI and the Future of Nonwovens 
The discussions also reached beyond today’s challenges to explore tomorrow’s opportunities. A keynote on Day 3 by Roover Consulting addressed the role of Artificial Intelligence (AI) in the industry. The session showcased real-world examples of how AI can boost creativity and accelerate product development, while also addressing the crucial need for responsible implementation. 

"OUTLOOK™ 2025 was a powerful testament to our industry's resilience and forward-thinking nature," said Murat Dogru, General Manager of EDANA. "The conversations were about leading the change. We saw an industry that is committed to turning regulation into a competitive advantage and using innovation to create a truly sustainable future."
"We saw an industry that is committed to turning regulation into a competitive advantage and using innovation to create a truly sustainable future." - Murat Dogru, General Manager of EDANA.
Networking with Budapest as the backdrop 

The value of face-to-face connection was a recurring theme. Beyond the formal sessions, OUTLOOK™ had many networking events, including a cocktail reception at the stunning Buda Castle. Participants valued the side discussions that happen during the conference: “The presentations are great, but the real magic of OUTLOOK™ happens in the hallways and at the evening events. This is where you get to meet the relevant people of our industry—and that’s invaluable.”

"The real magic of OUTLOOK™ happens in the hallways and at the evening events. This is where you get to meet the relevant people of our industry—and that’s invaluable.” - Participant at OUTLOOK™.

With a clear path forward and a renewed sense of purpose, OUTLOOK™ 2025 wrapped up, leaving delegates equipped with the knowledge and connections needed to navigate the evolving landscape. The dates for OUTLOOK™ 2026 were announced for September 22-24, 2026.