United Kingdom’s premier fashion sourcing trade show, Source Fashion is launching a new retro-inspired brand identity ahead of its next edition, scheduled for January 12–14, 2026, at Olympia London.
The core of the rebrand is the 2026 creative theme, ‘Analogue Futures,’ developed in partnership with official fashion trend partner Trend Suite, founded by trend forecaster Tiffany Hill.
This theme is a manifesto, championing authenticity, slowness, community, and creativity as a counter-reaction to the increasingly automated and digital world. Aesthetically, the theme draws heavily on 1980s and 1990s nostalgia and aims to bring together global makers, designers, and retailers to explore fashion as a form of activism and expression through real human connection.
At a time when algorithms, polished pixels, and automation dominate, ‘Analogue Futures’ celebrates a growing creative movement that values imperfection, tactility, and genuine connection. The show reflects broader cultural trends - like the resurgence of film cameras, vinyl, and repair cafés - that are rejecting the ‘frictionless feed’ in favor of slower, more human ways of creating.
Suzanne Ellingham, Event Director, Source Fashion, says, 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 taps into degrowth models, reducing volumes, valuing what we make, and who makes it.
The new brand identity reinforces Source Fashion’s commitment to community, moving away from mass attention and quick transactions. Visitors to the January 2026 show can expect bold, retro aesthetics and analogue design cues woven into experiences across the floor.
Beyond the main exhibition, the 2026 edition will feature expanded community-building initiatives, including retail safaris, industry mixers, and collaborative content partnerships. By embracing imperfection and prioritizing people over technology, the "Analogue Futures" theme serves as a rallying call for the fashion industry to be more human, more sustainable, and more real.
