Elizaveta Yurusheva's journey as a designer began under challenging circumstances, leaving Ukraine with her two children while seven months pregnant. Resettling in Milan allowed her to pursue her lifelong aspiration to create fashion, a dream she had previously set aside to follow in her family's footsteps in luxury hospitality. After completing her master's degree at Istituto Marangoni, Yurusheva hesitated to establish her own label due to potential operational complexities. However, influenced by a desire to fulfill her ambitions, she boldly stated, “Oh, whatever. I’m going to try it.” This resolution led to the birth of Ely Ely—a luxury womenswear brand specializing in tailored knitwear launched in 2024.
The name Ely Ely reflects Yurusheva's transformation; it's derived from her Italian nickname "Ely," previously "Lisa" in Ukraine. This shift symbolizes her commitment to stepping out of her comfort zone to grow. As she puts it, “I’m doing something for a dream.”
Photo: Courtesy of Ely Ely
A Fresh Approach to Women's Fashion
Yurusheva’s background in hospitality influences her design philosophy. She places a strong emphasis on the client experience, identifying a persistent disparity between men’s and women’s fashion. Men’s wear often features comfortable, tactile fabrics, while women’s wear has traditionally leaned towards constricted and formal designs. Ely Ely aims to change that narrative. “I want my client to be comfortable, breathable... free of movement, but still to embrace her beauty,” Yurusheva explains.
Her designs focus on simplicity and versatility, featuring pieces that transition seamlessly from day to night. Key offerings include sleek maxi dresses, tailored blazers, sheer midi skirts, and wide-leg trousers. The Ely Ely customer is a woman “who doesn’t have a lot of time,” and the collection is designed to cater to her needs with a capsule wardrobe approach. Pricing ranges from $240 for a cashmere bralette to $2,800 for a handcrafted cape. Accessories can dramatically change the look, allowing for personalization.
The color palette for Ely Ely is predominantly neutral, which lends itself to easy mixing and matching, with occasional striking pops of coral, lime green, and bright blue for added interest.
Photo: Courtesy of Ely Ely
Spring 2027 Collection: A Tribute to Lake Como
The Spring 2027 collection draws inspiration from Lake Como, a serene and iconic northern Italian locale. “It combines a city, a tourist destination, and the quietness around,” Yurusheva notes. This collection reflects a woman seeking tranquility while embracing her femininity and power. Pieces like an oversized fringe shawl, cropped polo shirts, and sleeveless maxi dresses made from organza and lightweight cashmere highlight this aesthetic. “I’m about the clean look, but with something extra,” she states.
Yurusheva describes her transition from hospitality to fashion as a refreshing change, expressing a newfound appreciation for raw honesty in the industry. The design process offers her immediate feedback from various stakeholders, whether they are customers, stockists, or industry professionals. “I know a lot of people say the business is harsh. I love it because any feedback—positive or negative—helps immensely,” she shares, contrasting it with the limited feedback she received in her previous career.
Ely Ely Spring 2027
Photo: Courtesy of Ely Ely
In Milan, Ely Ely is available at high-end multi-brand retailer Antonia and has expanded its reach to include shops like Modes in St. Moritz, Clementines in Toronto, and Deuxieme Classe in Tokyo. As Yurusheva aims to broaden the brand's market presence, she envisions establishing Ely Ely in 100 wholesale clients and aspires to open a flagship store in Paris, with aspirations for New York City too.
Though some might see the idea of a one-brand wardrobe as just a fantasy perpetuated by high-end fashion enthusiasts, Yurusheva dreams of a reality where her clients maintain wardrobes dominated by Ely Ely pieces. “My dream is really to have clients whose wardrobes are 80% Ely Ely,” she says. However, she remains committed to ensuring quality over rapid growth. She champions using premium materials, referring to her latest collection’s fabrics as “the Ferrari in yarns,” underscoring her belief that the Ely Ely woman deserves only the best.
While she has ambitious plans for wholesale expansion and physical retail locations, Yurusheva stays grounded, focusing on the present. “If I concentrate too much on the future or the past, you lose the moment,” she reflects.
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