Pure Collection brand development/Look Book

Pure Collection is a women's clothing company specialising in fine cashmere - and the only brand that openly states the specification and quality of its fabrics. The brief was to design the 2013 Spring/Summer Look Book to reflect a repositioning of the company's market - urban and sophisticated. Working closely with the Pure Collection marketing team I designed a product that reflected both the textural quality of the clothing and the 'lightness' of a summer collection. Fashion Director of Red magazine Nicola Rose said of the look book : "[It] looks fantastic. It all looks effortless, which is exactly how I think the Pure editorial product should be."

Robin Turton
Creative Director, More Tea Design Leeds, United Kingdom