Anne-Marie Curtis is a fashion industry veteran, former Editor-in-Chief of Elle and a brand consultant and stylist with a luxury and heritage focus.
She's also the stylist behind the Autumn Winter 2025 Purdey images: a collection of refined modern heritage styles, inspired by the sporting world, but made to adapt to each environment and wearer. Here, she shares how she first came to work with Purdey and our creative director Giles Deacon, selects her key pieces and suggests how to style them, making the most of their timeless versatility.
Given my long career as a magazine editor and stylist, the word 'shooting’ for me mostly conjures up scenarios involving multiple suitcases containing the latest designs from the catwalk, long days on set creating fashion spreads and wrangling A-listers into outfits for covers. My introduction therefore to the magnificent world of Purdey has been very much in a behind-the-scenes capacity. Having been lucky enough to know the storied designer Giles Deacon, now the Creative Director of Purdey, throughout my years as an editor – working with many fabulous creations and witnessing up close his iconic London Fashion Week shows – the opportunity to work with him recently has been both an education and a fascinating deep dive into the Purdey universe.
It goes without saying that Giles’ unique and bold aesthetic along with his laser sharp eye, meticulous attention to detail and rigorous marrying of function and aesthetics is front and centre of the design process, with the illustrious history of the brand woven into every garment. But what I had not banked on is how many times during the process of putting together the looks I thought, and occasionally proclaimed aloud: "Oh I would LOVE to wear that!” or “That would look great with…”. Turns out Purdey is not just for traditional shooting pursuits after all.
With the arrival of autumn, and Fashion Weeks this month across New York, London, Paris and Milan, here are just some of the Purdey pieces I would happily wear on rotation and keep forever.
The Classic Jacket
The Field coat is one of the keystone pieces in the Purdey lexicon. Designed with practicality in mind – think capacious pockets and waterproof linings – the wardrobing options are endless. Wear with leggings or jeans for a brisk dog walk, smarten with a tailored pant and shirt or blouse for lunch in town, or toughen up with boots and a floaty dress or shorts for a festival or a trip to the farmer’s market. I’ve currently got my eye on this olive-green beauty.
The Statement Coat
Sometimes, a longer length coat is in order, be that for weather-related reasons or just to offer a variety of silhouette. Enter the Vatersay Cape. Not technically a cape, rather a full-length coat with a detachable hood that provides cover from head to toe. High on the functionality barometer yes – but for me, it’s the cut of this piece that really makes it quite special. Streamlined and sleek, with none of the bulk you often get with these styles, it's the ultimate outerwear for all manner of outings no matter your location.
The Perfect Sweater
Sweater weather has arrived, and as someone who has a fetish for seeking out the perfect jumper I couldn’t be happier. And a Purdey sweater is on a whole other level of elevated, cosy luxury. From the chunky Donegal knits to the fine gauge cashmere and merinos, there are so many options to choose from. If I had to pick one, however, it would be the Men's Donegal Aran Jumper, as I love the tactile, handmade appeal of an oversized knit and this is the perfect execution of that particular style – it's the equivalent of a big sartorial hug.
The Timeless Accessory
Printed silk scarves are a fashion mainstay with the ability to elevate or transform any outfit, with an endless array of styling possibilities. Whether worn tied insouciantly around the neck or as a chic headscarf, tied at the waist to create an extra layer over a dress or shirt and trousers, or wound around a bag as an eye-catching accessory, Purdey scarves with their beautiful heritage designs and richly hued shades are the perfect foil for any outfit.
The Game-Changer
A poncho is one of those pieces that you don’t really know you need until you have one. Full disclosure, I tried the Wellbeck Poncho on in the studio and have not been able to stop thinking about it since. Aside from the quality and feel which are (unsurprisingly) exquisite, the cut adds a touch of drama and main character energy to whatever you might you chose to wear it with. Perfect with ultra skinny pants and riding boots for a lunch or gallery, ideal for a weekend away and the perfect travelling companion on a longer haul trip when you don’t want to pack a bulky coat. This piece is a wardrobe game-changer and my guaranteed love-forever buy.
The All-Round Footwear
Everyone needs a pair of sturdy boots in their wardrobe. The kind you can properly walk in and that add a pleasing stomp to your step whether you find yourself in a country lane or on a city pavement. The iconic Purdey Twin Strap Boot offers all of this and more. What I love most about these boots is the fact that the straps offer a super snug fit on the lower leg and also give a bit of military swagger, in a good way. Perfect to toughen up a skirt or dress, or worn with corduroy or fine wool trousers and a turtleneck sweater, they will become a mainstay in your footwear wardrobe.
So, there you have it. Whether you style as suggested or find your own way, the Purdey collection is an ideal way to combine heritage style with fashion know-how, for outfits you are guaranteed to wear on repeat for years to come.