The Bite Magazine - Autumn/Winter 2025 - Issue 38

Cristina Lloyd is introduced to founder Victoria Price’s Emello brand, which offers women timeless elegance and modern style. bitefashion Emello of Luxury A New Era S earching for elevated and comfortable clothing that is neither overdone nor too refined for a smart casual look, Victoria Price felt compelled to create a brand she wished already existed. “Finding pieces that had the right balance was more challenging than expected,” she told Femest online. “At the same time, I was becoming more and more frustrated with luxury labels that came with premium price tags but used poor-quality, synthetic fabrics.” Founded in 2025, Emello is a British luxury brand built on intention. Its name, derived from the Ro- man surname Aemilius, meaning ‘rival’, is a subtle tribute to ambition. “The name evokes softness and elegance when spoken, yet beneath that lies undeniable strength.” For years, Price advised and supported some of the UK’s retail and consumer product businesses. “I’ve worked with hundreds of founders and entrepreneurs, which gave me a deep appreciation for the sector, but I was always on the outside looking in.” The brand’s debut collection, presented at the Radio Rooftop Bar of the ME London Hotel in September, featured 42 pieces that seamlessly blend elegance, ease, and authenticity. It includes everything from flowing trousers and structured knitwear to minimalist dresses and versatile accessories. Each garment is crafted from certified luxurious fabrics, with meticulous hand-finishing that speaks to the brand’s commitment to quality. The pieces are designed to be worn year-round, styled in multiple ways, and cherished for years. “We’re thrilled to launch the new label. Emello is designed for the modern woman,” Price revealed. “The collection takes inspiration from the younger generation’s confidence to wear what makes them comfortable while capturing the elegance and quality that’s in the quiet confidence you live in. Our garments offer refined silhouettes, superior craftsmanship and materials that feel like a second skin. Designed with intention and worn with ease.” From long-haul flights to spontaneous lunches, from creative workspaces to moments of rest, the garments are thoughtfully designed to move with the wearer, offering comfort without sacrificing sophistication. This ethos is reflected in the brand’s choice of materials and cuts. Soft, breathable fabrics meet tailored lines, creating a wardrobe that feels as good as it looks. The colour palette, including olive and fig, leans toward neutral tones and muted hues, allowing for effortless mixing and matching.