White Swan carries white petals that angle back from a coppery-yellow cone, giving the flowers a relaxed, informal shape rather than a flat face. Echinacea purpurea 'White Swan' grows 24 to 36 inches tall and 18 to 24 inches wide in full sun to part sun, hardy from Zone 3 through Zone 8.
Bloom starts in early summer and continues into fall. This is an older seed-grown selection, which means it comes true from seed and self-sows modestly, so expect a few volunteers.
The stems are tall enough for the middle of a border and stand without staking. The flowers cut well and hold in a vase.
Leave the last seedheads standing at the end of the season for goldfinches. Purple coneflower takes drought, heat, humidity, poor soil, and clay once established, and full sun gives the sturdiest stems. Deer generally leave it alone.