ELY ELY Brings Contemporary to SS27
Photo Courtesy of MODEWORLD
Five collections in, ELY ELY stands out as a knitwear brand because designer Elizaveta Yurusheva understands a simple truth: A confident woman is a comfortable woman.
“I’m always trying to achieve something that gets that wow feeling,” said Yurusheva of her distinctive knit blends. “Then [the customer] wants to put it on, and then she feels comfortable in it.” For her SS27 collection, the Ukrainian designer builds on her portfolio of effortlessly feminine silhouettes, with fluid, sensual pieces designed to be layered and tweaked to each woman’s personal style.
Golden balloon pants made of silk-cashmere feature an ankle tie to artfully adjust the fit. The brand’s bestselling sheer organza oversized collared shirt and skirt set are newly joined by organza shorts and trousers. A lightweight high-slit kaftan can be paired with macramé shorts; high-waisted cashmere undies bring new meaning to relaxing in style.
Photo Courtesy of MODEWORLD
“People think knitting is going to be heavy in the summer,” said Yurusheva. On the contrary—while designed and produced in Milan—the SS27 collection instantly recalls easy, breezy mid-70s beach temperatures.
The collection’s major innovation comes with the debut of a modal-cashmere blend. The lightweight, breathable fabric is exceedingly soft, allowing Yurusheva to introduce fluid draping to the ELY ELY woman. As with her other knit blends, Yurusheva plays with the interplay between sheer and opaque draping to add depth to her collection. For example, one modal-cashmere maxi dress features opaque ruching on the bosom and pelvis, with sheer panels on the torso and legs.
Elsewhere, Yurusheva brings the consumer directly to the shore, using a seashell technique in 100% cashmere to demonstrate the inherently playful aspect of sheer knits. Essential wardrobe staples, minimalist, but with that something extra. “The point that I want to achieve is that every person gives their own personality to it,” said Yurusheva, herself wearing the brand’s signature cashmere shawl as a skirt.
