Kym Ellery is one Australia’s most intriguing new designers, and it’s not just because she makes a killer party dress. It’s because she’s as clever as she is painfully cool, and sells a lifestyle rather than just clothes.
And buying in to that lifestyle just got a whole lot easier with the opening of Ellery’s Paddington flagship. For the first time, shoppers can immerse themselves in a three-dimensional Elleryland of exposed concrete and minimalist interior design, a fitting environment for the equally raw and architectural clothing. And with Ellery enthusiasts including the likes of Abbey Lee Kershaw and Nicole Richie, you never know who’s fragmented reflection you’ll be tripping out over in the mirrored feature wall.
Ellery’s latest collection ‘Grandclemasterflash” preserves her signature masculine/feminine aesthetic, with shiny mint and dazzling metallics complemented by cropped trousers and oversized, structured coats. Belted waists and dramatic hips put a Southern Hemisphere spin on one of the biggest trends from the Fall 2012 collections, and a floor-length skirt with symmetrical thigh-high splits would no doubt have Angelina Jolie flashing both legs around like nobody’s business. But Ellery steers clear of overt sexiness, instead focusing on structured shapes and luxury fabrics to create garments that women really want to wear.
Accessories are also an increasingly important part of the Ellery brand. The store’s pièce de résistance is a rosewood cabinet showing off the covetable Ellery et Graz eyewear collection, Ellery-branded scented candles mean the place literally reeks of cool, and in-house publication Ellery Gazette is worth every cent of its $105 price tag — Kym Ellery spent four years working for local fashion bible Russh before launching her own label in 2007.
This is one young creative who can stick her fingers in as many pies as she pleases.