Broad silky white petals around a small gold disc, 8 to 10cm across, on airy stems at 90 to 120cm. If you grow one white flower for cutting, this is a strong candidate.
White is the most useful colour in a bouquet because it makes everything beside it read more strongly. A jug of mixed cottage flowers with 'Purity' through it looks brighter than the same jug without. It also glows at dusk in a way coloured flowers do not, which is why it turns up in every moon garden and every evening border.
The drawbacks are the ones that come with white. Rain spots the petals brown and they stay spotted, so cut ahead of a downpour if you have a use in mind. And it self-seeds enthusiastically. Volunteers will come up for years and gradually drift back towards pink, so pull anything that is not white if you want the planting to stay clean. It is half-hardy, flowering July to the frosts, and it wants lean ground. Feed it and you get a six-foot green shrub with a dozen flowers on it.
