Ella Levy is one of those girls who always looks effortlessly cool. When meeting her, you will instantly notice how amazingly well she is dressed, and yet it always seems like fashion is the last thing on her mind and it all comes naturally. This I can only write off as her talent, in addition to being a talented designer of course.

Disclosure – I know her way back before she launched her namesake label, and it was very clear that she has that “fire”. It was only a matter of time and experience before she was off to launch her own brand.

Fast forward to present day, “Ella Levy” the brand is popular and loved by loyal customers, Tel Avivian “it girls” and fashion personas alike. Many of them visit her cozy studio to try on the clothes and have a chat, it is a very fun experience!

We also visited Ella at her studio, where we talked about her label, the design process and much more…

 

 

 

Tell us a little bit about how you started your brand:

 

It was established a little over 3 years ago. After doing an internship and gathering some experience working for other designers, I felt that I had the tools and the base needed as a designer to launch my own brand.

It took me a while to wrap my head around things, to understand what direction the brand will be taking, what will be the style of the clothes. Though this is something that is still developing and changing.

Working on my  first collection took a lot of time, a few months, even though it was a capsule collection. I started small 🙂

The feedback was important to me,  so I did home sales to see how customers react to the clothes. The reaction was very positive! And so I grew from there.

 

What is the most important thing to you when making a new collection:

 

That my clothes are wearable 24/7. There is nothing in my collection that cannot be taken from day to night. Though sometimes it’s an educational process with customers. Many come with a certain occasion in mind and that’s it.

My approach is that if you invest in a  garment that is made well and looks good on you, use it! Dress it down during the day, dress it up for the evening. It is very versatile, though the customer doesn’t always see it that way, so I am there to help and explain.

And quality. Quality  is very important as well.

 

What inspires you when working on a new collection?

 

Usually it’s something that is not related to fashion at all! Somehow I find ideas for designs in things that are totally random. My eye is so used to seeing patterns and silhouettes that I see them everywhere. For example the other day I was at the beach looking over the cliffs and it just looked like a silhouette to me. That happens a lot!

A lot of inspiration comes from my customers as well. As I get to meet them, see them try the clothes on and see their reaction to the clothes, I am more aware of them and their needs during the design process.

Questions like: what do women need, what flatters more, during my first collections they weren’t at the top of my mind. But as the brand matures and evolves, this is something that I am definitely adding to the equation. Mainly it affects the technical details and cuts. It is important that the garment flatters the figure.

In general, I find meetings with my customers very fruitful and inspiring. I take a lot from them. Sometimes they even challenge me. They bring their own ideas, we work on custom projects together and suddenly something new and unique is born.

 

 

To what extent your designs reflect your personal taste?

 

It’s hard to make that separation. I actually don’t think it is possible for a designer to create something and not be connected to it. As a designer you put your soul into a garment, and what you see is 200% me.

 

I  would also add that you are the best model for your brand!

 

I think it’s because of that connection I was talking about. There is a difference between seeing a garment on a model and seeing it on a real person. At the end of the day no one looks like a model in the catalogue.

And when that person is a designer of the garment, it brings extra value and extra credibility. I also think that people want to know who is behind the garment, they want to know that person and where their clothes came from. It doesn’t necessarily mean being a “star” designer, but being approachable and relate to your customers. That personal relationship and connection to the customer is an advantage that you have as a small scale brand and is something that definitely should be exploited.

 

 

Tell us a little bit about your design process. What comes first, materials or ideas?

 

In my case – materials. Though it is intertwined and changes sometimes, but I found that if you start with an idea first it can be quite limiting. If you cannot find the right materials for that silhouette or design, it’s very frustrating. That is why I prefer to find materials and let them “lead the way”. I get a lot of inspiration that way, and it is the right thing for my process. I find it much less limiting to start with fabrics.

 

 

 

Describe your typical day when working on a collection

 

20 hours workday! When I am in it, I am all in. Nothing exists when I am working on a collection! I am a very absolute person so I tend to take it to the extremes. I do also know to take some time off  later.

Working on a new collection is very demanding and includes a lot of trial and error. Lots of cuts and patterns and usually we re-make a sample at least five times until I am happy with the final result. I am very particular!

 

What is your favorite item in the collection?

 

There are a lot of styles that I like! I really love the top that I am wearing today (pictured below). I think it reflects exactly what I am trying to do: on one hand it looks cool in a casual outfit and is great for everyday. But if I wear it with a pencil skirt from the collection, it has a totally different, more elegant vibe.

It is a little bit like picking and choosing your favorite kid though. I do love the entire collection, because I worked hard on each and every style.

 

 

What is the most exciting part of your job?

 

That moment when I see the entire collection ready.

But there are highlights in my work that happen throughout: when you finish working on a garment, when the toile sample finally looks good after endless tries.

But when the entire collection is there in front of your eyes the first time, it feels like magic. Feels like some fairytale  creatures came and made it all happen. You don’t remember the struggle and the frustration anymore. You’re just excited and surprised to see it all happening. It’s quite amazing.

 

 

And final question what is your favorite thing to do on a day off?

Going to the beach, by far.

And enjoy some quiet time. There are a lot of amazing aspects in what I do, but quiet is not one of them. It is very hard to disconnect from work when you have your own business. I find that the sea is one of those things that help to disconnect and clear your mind.

 

You can find Ella Levy SS15 collection here or on her website. Online shop coming soon! Stay tuned!

You can read additional interview series here.