Pure Collection has grown up this season and re-launched itself from an almost purely (sorry no pun intended) online cashmere house to a full-on fashion retailer with a collection that is bound to grow.
The cashmere is still the main point – I’m a total cashmere addict so I can totally understand that – but now there’s a wider collection of dresses, coats and jackets plus accessories, mostly at reasonable to mid-range prices and all in the quality we’ve come to expect from Pure.
Undoubtedly my favourites in the new collection are the coats, from the cappucino/camel knitted belted ‘trench’ to the soft wool double breasted jacket – the latter surely a must for anyone who wears jeans. The quilted leather tote, and the pleat detail jersey dress, which looks to me as if it would flatter just about anyone and something you’d want to wear over and over again.
This is not an enormous move away from the cashmere, but a segue into a wearable collection of wardrobe pieces most people would be happy to own. There’s a nod to what’s going on in fashion right now but really these are long-lived classics you can wear.
When I started writing this I was sitting in Dallas in the extremely comfortable hotel Palomar, far too close to stores such as Loft for my choice (as it’s sooooo easy just to cross over the road and there you are) however just far enough away from Northpark Mall, Banana Republic, Abercrombie et al to make you seriously think if you can really be bothered to pay it a visit. Now having said that my daughter may be furious, as I promised her another pair of flip-flops from Abercrombie, an anonymous puppy having destroyed her last pair. What is it with puppies and shoes? Stuart Weitzman heels last seen resting happily on my bedroom floor, mysteriously (or not) making their way outside in the mud. Ouch!
SPECIAL OFFER FROM PURE COLLECTION Quote promotion code GLAM15 for 15% off and free returns. Offer expires 30th November 2010.