Introducing Emello: a new brand to watch

With the London skyline dramatically unfolding in the distance, I attended the press preview of Emello at the rooftop of ME London. The moody city atmosphere only amplified the elegance of the presentation, setting the perfect tone for a brand that is redefining casualwear through the lens of understated luxury.

Founded by Victoria Price, Emello will open for pre-orders on September 20th, ahead of its official launch on October 1st. After experiencing the collection firsthand, I can say with certainty—this is a name to watch.

From the very first touch, the pieces tell a story of quiet sophistication. The team described it best: “It’s a match, you know.” A knitted sweatshirt paired with leggings showcased the effortless harmony between comfort and elegance. These are not just any leggings; crafted from performance fabrics sourced from the same mills supplying the world’s leading sports brands, they stand apart with thoughtful details like belt loops, transforming a simple item into something city-ready and infinitely versatile.

Every detail reflects an obsession with texture and craftsmanship. The knitwear, manufactured in Italy, carries the refinement of artisanal techniques, while the jerseys from Portugal embody the soft durability of fine natural fabrics. The palette is equally refined—buttery cream, velvety coffee brown, deep burgundy, soft oat beige, smooth mocha, and muted taupe—a range of tones that elevate every piece into something effortlessly chic and timeless. Subtle branding and elegant debossed accents whisper rather than shout, reinforcing the brand’s discreetly luxurious identity.

Emello is not about trends—it is about timeless essentials, designed for women who want to feel both comfortable and beautifully put together. The team spoke passionately about creating pieces that you’ll treasure year after year, garments that not only feel incredible against the skin but also invite you to care for them, fold them neatly, and rediscover them every season.

As I stood on the rooftop, gazing at the stunning London view, I slipped into a cream knit and felt the brand’s vision come to life: understated, tactile, and timeless. When pre-orders open on September 20th, Emello will be the label redefining elevated essentials—and I, for one, cannot wait.