Introducing Emello: A New Era of Elevated Loungewear Launching This September
Mark your calendars, on September 20th 2025, a fresh voice in luxury womenswear makes its debut. Meet Emello, a new label that marries elegant design with intelligent comfort, created by women for the modern woman in motion.
Founded by entrepreneur and economic affairs spokesperson Victoria Price, Emello is a refined answer to the call for timeless, seasonless staples. Rooted in craftsmanship and authenticity, the brand launches with a 42-piece debut collection that effortlessly blurs the line between elevated loungewear and everyday luxury.
The name Emello derived from the Latin word for “rival” hints at its ambition: to stand apart with purpose. Each piece is thoughtfully designed to transition gracefully between moments of rest, creativity, and connection. Whether you’re dashing through airports or lingering over brunch, Emello ensures you’re dressed with quiet confidence.
Expect sculptural knit co-ords, fluid wide-leg trousers, and beautifully tailored zip cardigans in ribbed knits and soft cashmere blends. Signature pieces include the Forma sculpting leggings with belt loops, the Mello fleece sets made from buttery lyocell, and the Sorella cashmere cotton half-zip sweater—a future cult favourite.
Accessories are minimalist yet refined: artisan-crafted caps, embroidered cotton socks, and sumptuously soft cashmere beanies round out the offering. The colour palette speaks to warmth and quiet luxury, think buttery cream, velvety coffee, deep burgundy, oat beige, mocha, and muted taupe.
Every Emello piece is made in family-owned factories across Italy and Portugal, honouring generations of skilled craftsmanship. The brand collaborates closely with local mills to source certified natural fibres like Italian-spun merino wool, organic cotton, and eco-conscious lyocell. The result? Garments that are hand-finished, traceable, and made to last—luxury without compromise.
“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 isn’t chasing trends. It’s designing for real life with clothing meant to support, move, and empower. Feminine, functional, and unfailingly stylish, this is a wardrobe for women who live on their own terms.
Exclusively available online, Emello launches 20th September 2025 —an elegant new chapter in conscious luxury begins.
Images by Ernesto Roman & campaign styled by Leith Clark
