It's mmmmmmmmalabrigo. And gosh is it nice.
This is the first skein of this kind of yarn that I have ever had the pleasure of owning and now all I can think is 'why haven't I ever bought any of this before?'. I mean- the colour, the softness, the colour, the wonder of it all, and the colour! Did I mention the colour yet? Its going to be socks for me. It has been decided. Squooshy purple socks :)