For women, it can sometimes be difficult to find sensibly-priced fashion that’s timeless, feminine and versatile.

And while designer labels can offer impeccable style, the steep prices are out-of-reach for the average consumer — that is, until now.

Following on the heels of other high-end designers-gone-accessible — think Christian Siriano and Patricia Fields for Payless Shoe Source — Canadian fashion icon Alfred Sung has partnered with Zellers to make his styles more available to the masses.

The Alfred Sung Pure clothing line will debut Friday (in about 300 Zellers stores) with the spring/summer collection and more pieces introduced each season.

Tamara Mimran, business development manager at Alfred Sung, says it’s a “lifestyle collection,” in that it’s for the everyday woman whose day doesn’t end at 5 p.m. “It’s really (for) all the areas of her life,” adds Mimran. The collection is also accessible to women of all body shapes. The pants and skirts are available in sizes two to 16, with tops, jackets and dresses offered in extra-small to extra-large.

“Pure is all about great design at accessible price points,” explains Carrie Kirkman, manager of women’s wear at Zellers, adding that it offers stylish essentials that are great for the season. And, with prices ranging from just $12.97 to $39.97, building a new wardrobe is affordable.

The collection has different blouse types, pleated, flowy and pencil skirts, sleek straight-leg pants, three-quarter-length cardigans and tailored dresses, and it draws on the colours and fabrics of the season.

“(Sung) based his colour palate on something that’s fresh and optimistic,” says Mimran. The colour palate has the classic black and white, but also adds in bold colours of orange, fuchsia and citrus-green.

Sung uses cotton blends, such as cotton-voile and cotton-poplin, in particular, for the dresses, skirts and blouses. “A lot of the fabrications are natural, and they’re nice and airy for the summer,” says Mimran. Another material used in the collection is bamboo, which she says was chosen because it makes clothing feel softer. The cotton-bamboo-spandex blend is offered in a three-quarter length sleeve knit top and a tank top, both with a scoop neck.

Some of the punchy pieces in the collection include the ginkgo black and white skirt, the bow blouse with the poppy print and the orange-fuchsia “Soho” rose-print dress. “(Sung) loved the combination this season for the fuchsia and orange together,” says Mimran.

The spring/summer collection also has accessories, such as bags and sterling-silver jewellery, available at select stories.

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