With its timeless appeal and high fashion edge, Ellis is a label that brides and retailers have been swooning over for decades. The label showed at the first-ever Harrogate exhibition over 40 years ago, and is back this year with a brand new collection. 

The company is now over 110 years old; Ellis was founded in London in 1912 by the original designer Ada Ellis. The fashion house is now in its fourth generation as a British family business, with Ellis, Kelsey Rose, and John Charles under the umbrella of Studio Ellis – with James Ellis now at the helm, great-grandson of Ada. As the years have passed, the company has grown and is now sold in boutiques all over the world, the styles known for their luxurious attention to detail and fine British style.

New season styles

The new collection has been inspired by the structured architecture and clean lines of the French landscapes – and is perfectly named Lumieire. It was crafted specifically to offer brides an array of opulent yet affordable options for their wedding day.

So, what exactly can we expect this season? What are the key styles for the label? James tells us that we should anticipate that quintessential Ellis vibe, with all the signature classics and a few new twists. Ellis has a vision that its brides are looking for designs that are beautifully made and style-led – and this is what is crafted for them, season after season. “Our sophisticated silhouettes, modern details, and clean lines are accented with exciting new fabrics, an array of never-before-seen Ellis textures, and fun styling options,” he explains. “Brides can expect to see some new non-traditional and reception looks with our detachable overskirts and mini gowns, or create jaw-dropping drama in our latest chic drop-waist ballgown.”

The collection has a luxurious core, using textured Mikados and intricate floral jacquards, which are carefully offset with light organdy and silky satins. Each piece is meticulously constructed, with purposeful seam lines, flattering draping, and feminine construction. “We wanted this collection to feel dynamic and unexpected, while still remaining sophisticated and classic,” says James. “Brides can expect to see our clean silhouettes elevated with delicate beaded details, 3D organza florals, and couture-inspired elements.”

Snapshots

As you can tell from the photography, imagery is something that Ellis takes seriously. The shots are used for marketing the brand and equally for boutiques to use to connect with their brides – so they are an essential tool. “It is vital our images have longevity,” says James, “as they are used throughout the buying season, through to in-store imagery, displays, and across online platforms and social media.

Bridal Buyer was lucky enough to get a behind-the-scenes exclusive at the latest photoshoot – which can be seen in detail in Issue 2, 2024. “In the modern world, where the bride has endless options at her fingertips, imagery is everything. An image can create an initial connection and lay the important groundwork when establishing the general feel for the gown, the collection, and the brand. We aim to always create aspirational yet achievable imagery that welcomes our brides.”

Imagery from Ellis has become synonymous with the brand, and the signature look is instantly recognisable, with its chic appearance and elevated styling. James comments: “We make sure to always achieve this by having every styling element meticulously planned prior to shoot day.”

Go behind the scenes with Ellis

 

To view the new collection and browse the latest pieces from over 200 more brands, claim your free pass for Europe’s first bridal buying event of the year by clicking here.