The elegant and refined brand, crafted for the modern woman and designed by women, will offer beautiful garments using luxurious, certified fabrics with meticulous hand-finishing, and timeless silhouettes that will transcend seasons. Founded by entrepreneur Victoria Price, the new elevated loungewear label provides effortless staples, including accessories, and is retailed exclusively online.

Taking its name from the Roman surname Aemilius, meaning “rival” in Latin, Emello’s collection of 42 pieces is a harmonious blend of elegance and ease. A modern wardrobe of intelligent staples that will be seasonless, timeless and endlessly wearable. Each garment is designed to move fluidly across moments of care, creation, and connection throughout women’s daily lives. Each piece is made for quiet transitions — from long-haul flights to spontaneous lunches — with timeless wearability at its core. The debut collection includes staples such as knitted co-ords, ribbed knit zip cardigans, V-neck sweaters in cashmere blends, double-layer jersey vests and t-shirts, and wide-leg knit trousers — all designed for movement and versatility. Highlights include the signature Forma sculpting leggings with belt loops, the Mello lyocell fleece sets, and the Sorella cashmere cotton half-zip sweater.

Accessories span embroidered cotton socks, cashmere knitted beanies, and artisan-tailored caps. Refined autumn shades include buttery cream, velvety coffee brown, deep burgundy, soft oat beige, smooth mocha, and muted taupe — a palette rooted in warmth and timelessness. Produced in family-owned factories across Italy and Portugal, Emello’s collection honours the skill and artistry of craftsmanship and is finished by hand, knitted by feel, and stitched with care. Craftsmanship without compromise: consistent, precise, and created with a level of quality women can trust on first wear and forever. Emello works closely with local mills and artisans to source certified natural fibres: lyocell jerseys, organic cottons, Italian-spun merino wools and cashmere. Garments are hand-finished and always traceable.

Founded by seasoned entrepreneur and economic affairs spokesperson Victoria Price, Emello was created with a clear vision: to make clothing that meets women where they are — powerfully present, constantly in motion, and unwilling to compromise. As a response to fast fashion and the erosion of industry standards, Emello is feminine, functional, and rooted in authenticity. Marrying poise and purpose with only the necessary details, each garment can be worn across environments during the day — in the office, at gallery visits, leisure and social occasions, and family time. Emello designs for the woman who lives in motion.

“We’re thrilled to launch the new label. Emello is designed for the modern woman. The collection takes inspiration from the younger generation’s confidence to wear what makes them comfortable, whilst also capturing the elegance and quality that is the quiet confidence you can live in,” said Victoria Price, Founder and CEO. “Our garments offer refined silhouettes, superior craftsmanship, and materials that feel like a second skin. Designed with intention and worn with ease, Emello will give women the wardrobe they deserve: one that’s as high-performing, understated, and multifaceted as they are.”

Emello previewed the collection during London Fashion Week with a series of dances throughout the capital — from Trafalgar Square to Piccadilly Circus, Leicester Square, the Strand, Covent Garden and Somerset House. They exclusively hosted an immersive runway show in late September to showcase the new collection to VIPs, the fashion industry and insiders.

Emello is available for purchase online now.

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