Exclusive PureCouture trunk show at the 12 Apostles

Totally cray for hot international fashion? PureCouture is a new boutique in Newlands owned by Melissa Hardman. The store stocks of a host of clothing brands from fashion capitals around the globe. Think romantic and feminine pieces By Zoe from Paris, hipster celeb favourite Wildfox Couture (it’s vintage inspired with fans that include Jesse J and Beyonce) and Black Orchid Denim (a favourite with the Kardashians) from the states, Italian luxury knitwear label Twin-Set and more.

Melissa goes on buying trips at least three times a year so you can always expect new stock that’s current in regards to seasons and trends.

I popped into 12 Apostles the last week to view a PureCouture trunk show. We were treated to Graham Beck champers and an array of decadent tea time treats…

Don’t mind if I do…

…before taking in a little fashion show:

Models Patricia and Candice being, well, model-y.

Of everything I saw, I most liked (but totally can’t afford) this high-low tuxedo-style mixed materials jacket from European Culture (R3 250) that Patricia is wearing in the pic up above.

Mooi, ne?

I like that you can wear it with leggings (which I live in now a days) without fear of committing what’s possibly the biggest style mistake you can make right now; wearing leggings as pants! Seriously girls, if you wear leggings and your top doesn’t cover the upper 75% of your butt, it’s going to look nasty; regardless of the state of your ass.

Another item I really liked were these these crazy soft Lauren Moshi wolf print track pants; R750: perfect for flying long distance in my jet or trying to look inconspicuous to the paparazzi that camp oustide my flat…

Perfect for flying long distance in my Barbie pink jet or trying to look inconspicuous to the paparazzi that camp oustide my flat…

Lauren Moshi, for those of you who don’t know, is an LA-based casualwear brand that’s popular with young starlets like Mila Kunis, Sienna Miller, Rachel Bilson, Jessica Alba, Lauren Conrad, the Hilton sisters and Miley Cyrus. (And that’s just to name a few!)

What I like about PureCouture’s clothes is that while some of them are very expensive, most aren’t completely unattainable. In fact, many of their items are in the ‘Country Road’ ballpark and those that cost a lot more are fairly priced. To give you an idea, check out this By Zoe Malia jacket:

I used to have a Chanel-inspired jacket that was very similar to this one.

It’s going for R2 550 at PureCouture which is pretty much on par with what it’s being sold for overseas. (I found it at John Lewis, a department store in the UK, for 175 pounds/R2 280. And no that’s not a sale price, it’s totally current.)

Anyway, I also enjoyed getting to meet celeb stylish Marelize de Clercq (@stylewithMDC) who you might’ve caught on shows like Top Billing and All Access.

Marelize de Clercq

I was particularly taken with her gorgeous statement necklace:

Gorgeous, right? Marelize says she snapped it up for next to nothing at Lovisa in Canal Walk.

After the show, guests were treated to goodie bags that included a voucher for a cut and blow from Be Premiere hair; the best Lindt Creation slab I’ve yet to taste (Creme Brulee! So evil! So good!) and a pretty Donni Charm beaded hamsa necklace:

If you see this Lindt Creation slab don’t look at the price, just throw it in your trolly. You’ll thank me later…

Anyway, if you want to get your mitts on PureCouture goodies, go pop into the store (shop 1, Cardiff Castle, Kildare Road, Newlands). Not in Cape Town? Rumour has it the store many hold a trunk show up in Jozi too. To find out more, get in touch with Melissa on info@purecouture.co.za.

Love, love


Posted by

Editor of South African beauty blog Lipgloss is my Life.

One thought on “Exclusive PureCouture trunk show at the 12 Apostles

  1. I was at the shop on Tuesday to get their formal PR snaps,- was verrrrry hard to stay focussed and not drool over all the gorgeous gear! Aaaaah! Want want want!

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