Designer Ella Mae has carved out a niche for herself in the fashion industry with her Los Angeles-based brand that boldly challenges conventional standards. Hailing from the tiny mountain town of Crestone, Colorado, Mae’s passion for design blossomed early; she was just five years old when she envisioned a future in fashion. In her small school, which had a mere two students, Mae made her mark by donning striking outfits that showcased her flair for creativity.
Her journey took a pivotal turn upon her acceptance to the Rhode Island School of Design (RISD), where she honed her skills and refined her artistic vision. "RISD completely shaped my tastes and fine-tuned the artistry in my brain," she reflects. Graduating in 2021, Mae launched her eponymous brand while simultaneously working as an assistant designer at Simkhai. By 2022, she transitioned fully to running Ella Mae.
Signature Style and Inclusive Vision
The Ella Mae label is celebrated for its distinctive "feminine utilitarianism," a term Mae uses to describe her approach to fashion. Her designs feature signature elements like romantic ruffles, generous hemlines, and intricate twisting ties that aim to empower wearers while embracing femininity. "Our customer is someone who is feminine and wants to feel empowered in that femininity," Mae explains, noting her broad base of fans, which includes men and nonbinary individuals, all of whom are drawn to the sense of community her brand fosters.
"When I set out to make Ella Mae, I really wanted to make a space that was almost anti-fashion fashion," Mae elaborates. She emphasizes kindness and inclusivity, steering clear of the frenetic energy often associated with the fashion industry. This mindset has created an atmosphere where creativity thrives without the pressures of the typical fashion world.
Commitment to Sustainability
Mae’s commitment to eco-consciousness is deeply rooted in her upbringing in nature-rich Colorado. Her artistic approach reflects this relationship with the earth, leading her to incorporate natural fibers like cotton and deadstock materials into her designs. Environmental sustainability is central to Ella Mae’s practices, utilizing natural dyes made from rust, botanical roots, and even food waste. "It's what we come from, and my work is offering back to the earth," Mae states, underlining her deep-seated respect for nature.
This ethos shapes not just the materials but also the production processes, which are conducted locally in Los Angeles with a focus on small-batch manufacturing. Delivering quality without mass production, the largest order Mae has fulfilled was 500 pieces, each hand-dyed with care, ensuring that her brand stays true to its sustainable mission.
Scaling Mindfully
While Mae contemplates how to grow her brand without compromising its values, she sees potential in sustainable wholesale. "We have done wholesale in the past, and I think I'm open to continuing with it," she remarks. She believes that partnering with like-minded organizations can help scale operations responsibly.
Pop-up shops have become a significant part of her strategy to introduce Ella Mae to new customers. The inaugural NYC pop-up on June 5 proved to be an impressive success, with overwhelming sales that underscored the community's excitement for the label. “It was incredible to show up in another place and have people eager to engage,” Mae recalls, highlighting the importance of personal connection in her brand’s outreach.
Pricing and Accessibility
One of Mae’s strategic advantages is the brand's accessible pricing. While many sustainable labels carry a high price point, Ella Mae offers a range of items, from pieces under $100 up to $450 for the highest-priced items. “To have some products at a more entry-level price point is key to me,” Mae states, emphasizing her desire to attract a broader clientele who may be hesitant to invest heavily without familiarity.
Ella Mae also thrives on custom orders, providing unique products that cater to customers seeking one-of-a-kind pieces. This aspect of the business offers financial flexibility, allowing Mae to maintain her creative vision while cultivating a loyal client base.
Celebrity Appeal and Future Aspirations
Mae’s creations have drawn the attention of celebrity stylists, exemplified by model Barbara Palvin wearing a coffee-dyed chiffon gown from the Spring 2026 collection at the Cannes Film Festival. The serendipitous nature of that moment, where the dress found its way to Palvin through stylist Marc Eram, signals the growing interest in Ella Mae's designs. “All the stars aligned; she was made to wear it,” Mae reflects.
With increased visibility comes the chance for collaborative opportunities, exciting Mae as she gears up for her next collection. She expresses enthusiasm for the potential of her pieces and the influencers they could resonate with, especially as she seeks to secure a spot on the New York Fashion Week calendar. Ultimately, her goal is to establish a permanent storefront, solidifying her brand's presence in the fashion world.
Through authenticity and joy in her creations, Mae is focused on producing work that resonates with both her philosophy and the audience's needs. As she continues this journey, Ella Mae is poised to become a significant voice in fashion’s ongoing narrative.