Interview with Victoria & Ashley, Co-Founders of Emello

In a fashion landscape that often confuses extravagance with elegance, Emello emerges as a welcome pause — a brand that speaks in a softer voice but carries unmistakable conviction. Founded by Victoria Price and Ashley McPherson, Emello is a luxury womenswear label built around a singular idea: that confidence doesn’t need to shout, and modern women deserve clothing that reflects both their strength and their subtleties.

Emello is more than a brand — it’s a response. A response to the fatigue of fast fashion, the over-designed silhouettes of traditional luxury, and the underestimation of what women actually want to wear. With a philosophy rooted in craftsmanship, comfort, and quiet confidence, Emello offers timeless, intelligent staples that support a woman’s life in motion — from morning meetings to late-night catch-ups.

In this exclusive interview, Avesso Magazine sits down with co-founders Victoria and Ashley to unpack the inspiration, challenges, and vision behind their debut collection. They talk about building a brand from scratch, designing with intention, and why now — more than ever — women are ready for a new kind of luxury.

What sparked the idea for Emello?

Victoria: Emello is a new luxury womenswear brand - designed by women for women. The idea originally came from responses to various social occasions. Women often regularly felt overdressed, whether at work, in meetings, or at social occasions. At the same time, I noticed a younger generation embracing the confidence to wear whatever they wanted, so I wanted to capture that spirit while pairing it with the elegance and the quality of high-end brands that women aspire to wear.

The turning point came during a quiet winter walk over the Christmas break. With coffee in hand and space to think in the garden, I finally articulated what had been on my mind for some time. There was a gap in the market for elegant, high-quality womenswear designed with the real rhythms of modern life in mind. That was the beginning of Emello.

Even the name came from that stillness. “Emello” embodies softness and calm, a feminine and understated quality, yet beneath it lies strength. It’s derived from a Latin word, aemulus, meaning ‘rival’. Women today move seamlessly between roles, and while style has grown more casual, there’s still a strong desire for elegance and garment pieces that allow them to look considered without feeling overdone. Emello was born to answer that need.

How did the founding team come together?

Victoria: Before launching the brand, I spent over 20 years in professional services, advising entrepreneurs across the retail and consumer products sectors. Throughout that time, I developed a deep commitment to supporting women, a passion that has only grown stronger over the years. Emello is an extension of that commitment, and founding the brand was an opportunity for me to create something from scratch. We are meticulous about quality, craftsmanship, and design, but at its core, Emello represents something deeper than that. It stands for respect for women’s contributions and a commitment to clothing that supports their lives. As part of building the executive team, I wanted to work with others who shared this commitment but also had extensive experience across many related industries and fields.

Ashley: I’ve had significant experience working in fast fashion, working with some of the biggest and fastest-growing companies in retail, as well as up-and-coming brands. When Victoria approached me to join the team, I jumped at the opportunity to build a new brand with her and create something for women by women. Modern, intelligent staples that are seasonless and timeless.

Victoria: The rest of the team was chosen for their experience and passion. We now have 10 employees, from a Digital Strategist from Levi-Strauss to a new CMO, who worked with me for over a decade at a former company. We’re thrilled to have so many great team members on board.

How would you describe the Emello brand in three words?

Victoria & Ashley: “Quiet Confidence made Wearable”. Emello isn’t just about clothes. It’s a mindset built on strength, elegance, and ease. Quiet Confidence is knowing your worth without the need to prove.

Victoria: Over the years, I’ve mentored many brilliant women, and the most powerful moments are when they trust themselves, step into leadership, and carry a natural authority. There’s something magnetic about a woman who has nothing to prove, and that spirit is the essence of Emello.

Luxury is a bold space to enter. What gap did you see in the market that Emello fills?

Victoria: There’s certainly a gap in the market that we wanted to fill. I was constantly searching for pieces that felt elevated yet not excessive and overdone, comfortable but still refined, especially for the growing smart-casual category. Surprisingly, it was harder to find than expected. On top of that, I became frustrated with luxury brands charging premium prices while relying on synthetic, low-quality fabrics.

Ashley: Women want to invest in pieces that reflect their values; clothes that last and work as hard as they do. Emello was created to fill that gap with modern luxury that combines longevity, refinement, and integrity. We’re pleased that our first collection will help to fill that gap with incredible quality and craftsmanship, which will offer intelligent staples for women everywhere.

What feelings or experiences do you want someone to have when they wear Emello?

Victoria: I hope women rediscover the pleasure of how clothing feels against their skin, about the texture, the softness, and the weight. Those are deeply personal details. Beyond that, I hope that Emello pieces become treasured garments, ones women return to again and again over the years. To me, that’s real luxury; beauty that lasts. Quiet confidence, at its core, is about being completely at ease in your own skin. It is internal and intuitive.

Can you walk us through the creative process behind your first collection?

Ashley: From the beginning, we wanted to build a wardrobe that stands the test of time. Neutrals will always be the foundation of our collections, but we also take cues from both the catwalk and the shifting moods of each season. For AW25, for example, we are introducing tones like olive and fig-rich, grounded colours that fit beautifully within our timeless aesthetic. Our design process always considers movement. The Emello woman is constantly in motion, whether it’s a school run, a flight to a client meeting, or dinner with friends. That’s why we prioritise fabrics that travel well, silhouettes that flatter in motion, and thoughtful design details that make getting dressed effortless.

Which piece from the launch collection best represents Emello’s essence — and why?

Ashley: Our debut collection of 42 pieces launched on 25 September 2025, and it includes staples like knitted cords, ribbed knit zip cardigans, cashmere-blend V-neck sweaters, double-layer jersey vests and t-shirts, and wide-leg knit trousers. Each of these pieces embodies the quiet strength and intentional design we stand for. We work exclusively with family-run factories in Portugal and Italy, and from the beginning, they needed to understand what Emello represents. Every garment is made from natural, certified fibres such as cashmere, Lyocell, organic cotton, and Supergeelong merino wool, which is an incredibly soft lambswool yarn spun from merino sheep - it is so soft, it’s often compared to cashmere.

Victoria: Our knitwear is fully fashioned, knitted to shape rather than cut from panels. It’s a slower, more considerate approach that reduces waste while creating a cleaner silhouette. We also see our Emello ‘E’ logo as more than branding. It’s the thread that runs through our story, our values, and the women we design for.

Why is now the right time to launch Emello?

Victoria: Strategically, E-commerce has allowed us to serve our community directly, offering an elevated, seamless experience while keeping control over quality at every stage. 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.

Ashley: There’s also a gap in the market for women juggling busy lives who still want to feel polished and put together every day. At Emello, we’re creating essential go-to pieces for women which look effortless and can be worn time and time again. Comfortable, elevated and absolutely timeless.

How did you build a connection with your audience ahead of launch?

Victoria: The brand champions women and as such, has policies that include no alcohol at events to foster a more positive professional environment for young women working in fashion, through to no late commitments for working mums to allow them to balance motherhood. Garments are made with luxurious certified fabrics in Italy and Portugal at the same factories as major designers, ensuring quality is unparalleled but at a lower price point. We also try to be intentional about storytelling — sharing the journey, the values, and the craft behind every piece so women feel connected to Emello even before launch day.

Are there plans for collaborations, pop-ups, or experiences following the launch?

Victoria & Ashley: We’re very excited about our SS26 range. As we broaden the current collection, we have so muchmore opportunity to express ourselves creatively. We’re launching special events and a podcast that will bring together a community of thoughtful, accomplished women.

What’s been the most challenging part of building a luxury brand from scratch?

Victoria: Letting go of perfection. In professional services, everything is meticulously planned and measured. Fashion is different. It’s more fluid, more instinctive. I had to learn to trust the process, embrace ambiguity, and surround myself with people whose strengths complement mine. Ashley, our co-CEO, has been instrumental in balancing the creative and commercial worlds.

And the most rewarding moment so far?

Victoria: 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.

Ashley: One of the milestones that stands out for us both was the first time we saw our hardware - zip pulls, buttons, and branding - etched with the Emello logo. That made everything real. Another memorable moment was the campaign shoot, where seeing the garments worn by real women brought the collection to life.

What’s your long-term vision for Emello?

Victoria: I created Emello with a clear vision: to create clothing that meets women where they are: powerfully present, constantly in motion, and unwilling to compromise. I decided to launch Emello as a response to fast fashion and the erosion of industry standards. Emello is feminine, functional, and rooted in authenticity. Marrying poise and purpose with only the necessary details, each garment can be worn across environments during the day in the office, to gallery visits, leisure and social occasions, and family time.

Ashley: Emello designs for the woman who lives in motion, and we’re so pleased to have achieved that with our first collection. We’re excited to unveil the next collection and our future initiatives.