Brand to Watch: Primrose and Wilde

August 10, 2016 BY WATM STAFF


Fashion designer, travel writer, solopreneur, Clare Tattersall relaunches Primrose & Wilde to focus on creating beautiful outerwear for women that keeps you dry and makes a big splash. As a lover of rain herself, the designer creates for the woman who sees the silver lining in every raincloud.

“Your clothes should work for you, not limit you. It is very empowering to throw on a statement raincoat and step out confidently when everyone else is running for cover” says Tattersall. The new collection for spring summer 2017 features two silhouettes, The Kensington and The Chelsea.


The Kensington has two side pockets, bound seams, and is available in stone, jet, sand and slate.

The Chelsea has two side pockets, bound seams and a laced up back, and is available in jet and olive.

A muted palette matches anything you choose to pair with it, and the line even offers the freedom to customize details like the interior color and buttons.


Motivated by international luxury travel, Tattersall created the designs to find a way to have a single statement garment that can be worn everyday, look extraordinary and defy weather. Her belief that traveling and looking good are not mutually exclusive and should never be restricted by the weather is the foundation of her designs.

See the collection at AXIS at Capsule New York.