Pure Collection

Dust PR London were tasked with helping shift perceptions of Pure Collection from a catalogue driven brand to a premium cashmere label whilst also promoting their ecommerce site and stand alone regional stores

What We Did

Our first steps involved an intensive media sell in with target editors via one to one meetings as part of the re-education process, briefing target columnists on the brand's 'Goat to Garment' back story to build a stronger appreciation of the brand's unique selling point

We worked closely with the client to identify and create news hooks to develop for shopping and fashion pages as well as identifying seasonal blogger targets to generate click throughs to the Pure Collection site


Quality coverage placed in top tier target titles such as The Times, Evening Standard, The Independent, Stella Magazine, Red, Marie Claire and across influential bloggers and VIP's such as Sienna Miller, Pippa Middleton, Ella Catliff, Peony Lim and Liberty London Girl

Left : The Times Magazine, roll neck bottom right | Right : Stylist, shirt
Left : Ella Catliff, La Petite Anglaise, jumper | Right : Peony Lim, jumper
Stella Magazine, main lifestyle image centre right
Daily Telegraph, cream coat lifestyle image
Left: Country Life, roll neck jumper | Right : Harper's Bazaar Online, cardigan
Left: Marie Claire, sweater top | Right : Stylist, roll neck jumper left centre
Stella Magazine, main lifestyle image centre right
Left: WWB | Right: Telegraph.co.uk
Left: Marie Claire | Right: Cosmopolitan
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