In a season with a big focus on rebranding, The White Company is marking its 30th year with the launch of a “new clothing vision” that has a big focus on quality, comfort-with-style and what feels like a much stronger voice for fashion within the overall brand product mix.

Under Sheila McKain, a trained sculptor and former designer at Donna Karan and Oscar de la Renta , the team has drawn on the archives of The White Company’s founder, Chrissie Rucker, to create “a modern collection that brings a sense of luxury, ease and confidence to the everyday”.

Launching for the cold weather season, the company said that McKain “looked to the old English word, apricity – describing the warmth of the sun in winter – to inform a palette of whites and ecrus, complimented by rich earth tones, and a

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