Ideal short jersey dress - Dazzling Blue
Blue knee-length jersey dress
Description
Our much-loved Ideal dress is finally here in solid colours – with the same wonderfully comfortable fit. The dress is made in soft viscose jersey with a beautifully heavy drape. It is fitted at the top, with a looser waist, a higher cut seam and a flared skirt that falls gently around the body. Perfect for those days when you want to feel relaxed yet put-together.
And yes – it has pockets! Because there are few things better than a great dress that also has room for your phone.
Ideal dress comes in two lengths: a midi version and a knee-length version. Choose the one that suits your style best.
Details
Sizes
Dress measurements
| Cm | XS | S | M | L | XL | 2XL | 3XL | 4XL |
|---|---|---|---|---|---|---|---|---|
| Length | 98 | 99 | 100 | 102 | 103 | 105 | 106 | 108 |
| Sleeve length | 48 | 49 | 49 | 50 | 50 | 50 | 51 | 51 |
| Bust width | 76 | 82 | 88 | 96 | 104 | 112 | 120 | 128 |
| Waist width | 72 | 78 | 84 | 90 | 98 | 106 | 114 | 122 |
| Hem width | 114 | 120 | 126 | 134 | 142 | 150 | 158 | 166 |
Care instructions
Colour analysis
14-day returns
Free shipping within Sweden
Shipped from our warehouse in Borås, Sweden
Free size exchanges
We know our dresses inside and out – fit, sizes and measurements. Get in touch, we’re happy to help.
Shipping & delivery
Delivery
Delivery time within Sweden is 1–3 days.
Orders placed before 12:00 noon are dispatched the same day (weekdays). All dresses are shipped from our warehouse in Borås, Sweden.
Shipping cost
Shipping within Sweden costs 0–49 SEK depending on the delivery option.
International shipping:
Denmark & Finland: 49 SEK
Rest of Europe: 69 SEK
Shipping method
We work with Early Bird and PostNord, and you can choose delivery to your letterbox, a service point or a parcel locker depending on the shipping option. You’ll always receive an email with a tracking link once your order has been dispatched.
Returns & exchanges
Size exchange / return
You always have a 14-day return policy.
Register your return and in case of an exchange, your desired size at account.purefemale.se and follow the instructions.
Once the return is approved, your invoice will be adjusted or the amount will be refunded to the same account you used for the purchase.
The dress must be unused, in new condition and with all tags attached. Returned items that are worn, washed or damaged will not be approved.
Return fee
Return shipping within Sweden costs 49 SEK, but size exchanges are always free.
Have you paid with Klarna? Report the return there — your invoice will then be paused until the return has been processed. The tracking number can be found on the receipt you received from PostNord when you handed in your return.
Our fabrics & how to care for your dress
General care instructions
Take care of your dresses with love, and they will stay beautiful for a long time.
Wash sparingly and gently - often it’s enough to air the garment between wears.
Preferably wash your dresses in a laundry bag to protect them from sharp details inside the machine. Avoid tumble drying and strong spin cycles, as they wear down the fibers and may affect the fit.
Use a mild detergent without bleach or enzymes that can damage viscose and elastane. Avoid fabric softener, as it can affect the garment’s elasticity and color.
Hang or lay your dresses flat to dry immediately after washing — hang lengthwise for stretchy fabrics, and preferably on a hanger for woven styles. If ironing is needed, use low to medium heat and ideally while the garment is still slightly damp.
Store your dresses with space around them and avoid packing them too tightly in your wardrobe.
With the right care, you preserve the fit, color and soft feel - so your dress can stay with you for years to come. 💛
Viscose jersey with a heavy drape
If you read that a dress is made from a stretchy fabric with a heavy drape, it means it’s one of our most loved qualities. The fabric is a sustainably produced jersey made from Vortex viscose and elastane - soft, flexible and with an elegant weight that creates a beautiful drape along the body.
The viscose jersey has a luxurious feel against the skin and retains both its shape and color wash after wash. The surface is smooth and even thanks to advanced Vortex spinning - a modern technique that creates a fabric of the highest quality. It makes the material resistant to pilling, reduces fuzziness and helps the fabric wrinkle significantly less than regular viscose jersey.
Viscose is made from cellulose (wood fiber) and is therefore a nature-based material. When wet, it may feel slightly stiff, but it regains its softness after drying and light ironing. Gently reshape the garment directly after washing so it returns to its original form - and avoid high spin cycles, which can affect the fabric’s elasticity.
Avoid carrying bags with sharp details, Velcro or other accessories that may rub against the fabric. Viscose jersey is a soft and fluid material that does not tolerate heavy abrasion, but if you care for your dress according to our washing instructions, it will maintain its beautiful quality and feel just as lovely for a long time.
Care: Wash at 30°C, preferably in a laundry bag to protect against sharp objects in the machine. Lay flat to dry or hang the dress lengthwise so it doesn’t stretch out. Avoid tumble drying. If ironing is needed, use low heat.
Storage: Hang the dress folded over the bar of a trouser hanger to avoid shoulder marks and preserve its shape.
Viscose jersey with slub texture
Another jersey quality we often use is our stretchy viscose jersey made from 100% viscose - a slightly airier fabric that still offers a soft, flexible stretch. The yarn is spun using a so-called slub technique, which creates a subtly uneven texture that adds character and a naturally beautiful surface.
The fabric has a soft, light drape and a comfortable feel against the skin. It moves beautifully and is particularly well suited to dress styles with draping or ruffles - perfect for the warmer season when you want your dress to feel light and airy.
Viscose is made from cellulose (wood fiber) and is therefore a nature-based material. When wet, it may feel slightly stiff, but it regains its softness after drying and light ironing. Gently reshape the garment directly after washing so it returns to its original form - and avoid high spin cycles, which can affect the fabric’s elasticity.
Avoid carrying bags with sharp details, Velcro or other accessories that may rub against the fabric. Viscose jersey is a soft and fluid material that does not tolerate heavy abrasion, but if you care for your dress according to our washing instructions, it will maintain its beautiful quality and feel just as lovely for a long time.
Care: Wash at 30°C on a gentle cycle, preferably in a laundry bag to protect against sharp objects in the machine. Lay flat to dry or hang the dress lengthwise so it doesn’t stretch out. Avoid tumble drying. If ironing is needed, use low heat.
Storage: Hang the dress folded over the bar of a trouser hanger to avoid shoulder marks and preserve its shape.
Viscose jersey with glow
A luxurious jersey quality with a subtle sheen and a soft, fluid feel against the skin. The fabric is a stretchy viscose jersey with an elegant drape and a gentle glow that catches the light in a discreet and sophisticated way. It gives the dresses an elevated character - perfect for occasions when you want to feel a little extra special.
Viscose is a nature-based fiber made from cellulose (wood fiber). When wet, it may feel slightly stiff, but it regains its softness after drying and light ironing. Gently reshape the garment directly after washing so it returns to its original form - and avoid high spin cycles, which can affect the fabric’s elasticity.
Avoid carrying bags with sharp details, Velcro or other accessories that may rub against the fabric. Viscose jersey is a soft and fluid material that does not tolerate heavy abrasion, but if you care for your dress according to our washing instructions, it will maintain its beautiful quality and feel just as lovely for a long time.
Care: Wash at 30°C on a gentle cycle, preferably in a laundry bag to protect against sharp objects in the machine. Lay flat to dry or hang the dress lengthwise so it doesn’t stretch out. Avoid tumble drying. If ironing is needed, use low heat.
Storage: Hang the dress folded over the bar of a trouser hanger to avoid shoulder marks and preserve its shape.
Woven viscose (EcoVero)
We use two different woven viscose qualities - both made from EcoVero viscose, a fiber with significantly lower environmental impact than conventional viscose.
One is a viscose twill with a slightly heavier structure and a subtle sheen that reflects light elegantly. It drapes beautifully and is perfect for the cooler months of the year.
The other is a lighter woven viscose, soft and matte with a natural fluidity - ideal for spring and summer when you want your dress to feel airy and cool against the skin.
Both fabrics have a natural luster that enhances colors and prints beautifully, and they maintain their quality over time - they do not pill, do not fade and retain their shape wash after wash.
EcoVero viscose is made from FSC- and PEFC-certified wood pulp in a closed-loop process where chemicals and water are reused. The result is a soft, durable fabric that both looks and feels exclusive.
When wet, the fabric may contract slightly and feel a bit stiff, but it regains its original shape and softness once dry and pressed with heat. It does not shrink permanently - instead, it returns to its beautiful fit after ironing.
Care: Wash at 30°C on a gentle cycle, preferably in a laundry bag to protect against sharp objects in the machine. Avoid tumble drying. Iron on low to medium heat when the garment is dry - the warmth helps the fabric regain its original drape.
Organic cotton
Our woven cotton fabrics are organic and GOTS-certified, which means the entire production chain - from cultivation to finished fabric - meets strict requirements for both environmental and social responsibility.
The cotton is grown without chemical pesticides or synthetic fertilizers, and the dyeing process is carried out with care for both the environment and the people involved in production.
We use several different weaves, each with its own character:
– an embroidered and patterned cotton with vibrant texture and a luxurious feel
– a broderie anglaise cotton with beautiful transparency and airy lightness
– and a tightly woven cotton poplin with a smooth surface and crisp, cool feel - perfect for dresses with more structure
What they all share is a natural softness and a sense of lasting quality, both in shape and expression. Cotton is a breathable natural fiber that feels comfortable against the skin, while also being durable and resilient in washing.
Care: Wash at 30–40°C with similar colors, preferably in a laundry bag to protect against sharp objects in the machine. Avoid tumble drying. Iron on medium to high heat if needed.