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The subline, PURE, was created as a part of the redefinition and launch of the Danish high-street womenswear brand, VILA, creating 3 main lines, Feminine, City and Pure. Together, the 3 lines would cover all needs of the existing 12 european markets presenting 6 annual collections.
Focusing on minimalistic, simple and high-volume products, the overall aim of the PURE line was to create seasonal wardrobe essentials balancing newness and re-interpretations of best sold items. Analyzing best sold lists, in terms of popular fabrication, shapes and colours combined with strong product and trend alignment amongst the 3 sublines, the PURE line was able to produce several best sold items like the knit cardigan, Viriva, the woven viscose quality, Vimask, and jersey quality, Vitinny, which are all still bestselling styles and qualities of the brand today.
I was in charge of all product groups designed for PURE, as well as fabric and trim sourcing, theme, colour and catalogue direction and presentation of the collections to all markets.