Elizaveta Yurusheva was seven months pregnant when she fled the conflict in Ukraine along with her two kids in tow, finally settling in Milan. Whereas placing down roots within the Italian trend capital, Yurusheva started pursuing her life-long dream to change into a designer — which she’d sidelined to comply with in her household’s luxury hospitality footsteps. She pursued a grasp’s diploma at Istituto Marangoni, however wavered on the prospect of opening her personal label because of the inevitable operational hurdles. Lastly, she determined: “‘Oh, no matter. I’ll attempt it,'” Yurusheva recollects. In 2024, Ely Ely — a luxurious womenswear model grounded in tailor-made knitwear — was born.
Ely Ely derives its identify from Yurusheva’s Italianized nickname “Ely” (previously “Lisa” in Ukraine), symbolically representing her period of change. “I am going out of my consolation zone, however I am rising,” she says. “I am doing one thing for a dream.”
Picture: Courtesy of Ely Ely
In step with her background in hospitality, which included main establishments just like the InterContinental and Vogue Café, Yurusheva prioritizes the consumer’s expertise above all else. She noticed a purposeful disconnect between males’s and ladies’s clothes: the previous outlined by comfy, tactile textures and the latter by restrictive, stiff silhouettes and shaping supplies. It is a story as outdated as time (see: corsets, girdles, Spanx and so forth), however Ely Ely’s designs pose a contemporary resolution. “I would like my consumer to be comfy, breathable… freed from motion, however nonetheless to embrace her magnificence,” Yurusheva says.
Her creations are decidedly uncomplicated, anchored in day-to-night transitional items like modern maxi attire, tailor-made blazers, sheer midi skirts and wide-leg trousers. In spite of everything, the Ely Ely buyer “is a lady who would not have plenty of time,” so a capsule wardrobe-friendly assortment is vital. This lady, one who expertly balances a profession and a fruitful personal life, stays on the forefront of Ely Ely’s deliberately timeless choices, which vary in value from $240 for a cashmere bralette, to $2,800 for a hand-crafted cape. Add a belt or swap out flats for heels, and the garment is reworked.
Yurusheva additionally adheres to a predominantly impartial shade palette for cohesive coordination, with uncommon — but calculated — pops of coral, lime inexperienced and brilliant blue sprinkled all through collections.
Picture: Courtesy of Ely Ely
The label’s newest assortment for Spring 2027 takes inspiration from Como, a northern Italian metropolis dwelling to the well-known Lake Como. “It combines a metropolis, a touristic vacation spot and the quietness round,” Yurusheva says. She feels it displays a lady “who wished to settle down, not be every thing without delay, however nonetheless really feel their femininity, however the energy as properly.” Via organza, light-weight cashmere (she turns to heavier knits for fall and winter) and silk fabrications, Ely Ely’s assortment spotlights an outsized fringe scarf, a cropped polo shirt and sleeveless maxi attire. “I am concerning the clear look, however with one thing additional,” Yurusheva provides.
Coming from the hospitality trade, the place most of her work consisted of back-office operations, Yurusheva describes the inventive design course of as “a breath of recent air.” However what she loves most concerning the trend trade is “the honesty.” As a designer, Yurusheva receives suggestions from all sides: shoppers, stockists, press, PR (in addition to anybody with an web connection).
“I do know lots of people say that it is actually harsh, the enterprise,” she continues. “I adore it as a result of any suggestions, if it is constructive or unfavourable, it is serving to a lot as a result of, in my different job and profession, I [didn ‘t] get it in any respect.”
Ely Ely Spring 2027 Picture: Courtesy of Ely Ely
In Milan, Ely Ely is stocked at luxurious multi-brand boutique Antonia. It is also been picked up by Modes (St. Moritz, Switzerland), Clementines (Toronto, Canada), L’Appartement (Tokyo, Japan) and Deuxieme Classe (Tokyo), amongst others. Because the 2-year-old label prepares itself for additional progress, Yurusheva hopes to broaden to 100 wholesale shoppers. After conquering wholesale? “I’ve a dream to have a monobrand retailer in Paris,” she shares, although she additionally has her eye on New York Metropolis, as she feels Ely Ely is properly fitted to its ever-changing climate.
Though one-brand wardrobes could also be a trend fable largely perpetuated by The Row lovers, Yurusheva envisions a future the place Ely Ely strains the closets of its personal religious followers: “My dream is actually to have shoppers who’ve a wardrobe which is 80% [Ely Ely].” However relating to scaling, delivering high quality merchandise all the time eclipses fast growth as Yurusheva’s primary precedence. She makes use of top-tier supplies (the newest assortment consists of “the Ferrari in yarns”, for instance), insisting the Ely Ely lady “ought to have the very best.”
Whereas wholesale progress and an entrance into brick-and-mortar retail could also be on the horizon for Ely Ely, Yurusheva is not wanting too far forward. “I am very centered on the current,” she says. “If I focus an excessive amount of on the long run or on the previous, you lose the second.”
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