Ellery moves to show at Couture Fashion Week and consolidates collections

Luxury brand Ellery has announced that from next season it will show its runway collection during Paris Haute Couture Fashion Week after many seasons showing during Prêt-à-Porter Paris Fashion Week.

Founded by Kym Ellery 10 years ago, the Sydney, Australia and Paris-based brand has also unveiled a new commercial strategy that will result in it designing two main collections a year instead of four.

These two collections will be sold to the brand's wholesale partners during Haute Couture Paris Fashion Week, but will be released to the press and public in two "chapters". The first chapter will be released in January during Haute Couture Paris Fashion Week, and the second chapter, will be released in March during Prêt-à-Porter Paris Fashion Week.

"As we all know, the system needs to change. We need to show sooner to give time back to artisans and designers to do what they do best - create," Ellery said of the move.

"I want to rediscover the feeling that I had ten years ago, when I started Ellery. I want to bring back the dream. As an independent, self-financed growing brand, it is too difficult to chase after a schedule determined by vertical super brands," she added.

Ellery was founded in Australia but has an atelier based in Paris and is an official member of the Fédération de la Haute Couture et de la Mode. It is stocked by some of the world's leading multi-brand retailers such as Dover Street Market, Matchesfashion.com, Mytheresa.com, L'eclaireur and Selfridges.

Ellery's show at Haute Couture will take place on 25 January 2018 at a location to be confirmed.