By Gary Symons
TLL Editor in Chief
The global fashion house Perry Ellis just launched a new Rafaella line with an apparel collection for women called ELLA.
The launch of ELLA/Rafaella is a more modern and trend-focused collection designed for work and play, offering a wide assortment of designs meant for the weekday and the weekend. The ELLA collection will include dresses, skirts, blouses, knits, bottoms, tailored pieces and more.
The new line compliments the current Rafaella offering, which has served as a pant resource for
women of all sizes with a variety of fits and styles. The collection will be available online via the rafaellastyle.com website, as well as in better department stores throughout North America, inclusive of an all-door launch at Belk Stores this Fall, as well as Liverpool Department
Stores in Mexico.
Perry Ellis International says the line serves a specific need in the market, providing what the brand calls “Elevated Dress Casual” looks.
“Versatile, functional, stylish, and trend-right, the line offers today’s women with looks that provide an effortless elegance aimed to suit her hybrid lifestyle,” the company says.
CEO Oscar Feldenkreis says the collection is seen as a way to expand a line that has been hugely popular for more than four decades, offering more variety and versatility.
“Rafaella has provided women with dynamic, wear-to-work and casual looks predicated on our expertise and heritage of over 40+years.” said Feldenkreis. “With ELLA | Rafaella, our future vision is to expand the Rafaella lifestyle collection to allow for the versatile dressing that women need, without sacrificing style, quality or comfort.
“Diversity and inclusion are part of the brand’s DNA, and we offer our customers a range of sizes from 4 through 24 in missy, petite and plus.”
To support ELLA | Rafaella in the market, the brand marketing strategy encompasses influencer licensing, partnering with a variety of influencers and fashion icons including the mother and daughter duo of Latina 90’s supermodel Elsa Benitez and her daughter, influencer Mila Seikali.
Niki Taylor, is one of the world’s most recognized faces, gracing magazine covers, walking fashion shows, and an overall pop icon appears in the brand’s Fall/Holiday 2023 campaign. Her grace and charisma is seen by Perry Ellis as a perfect complement to the brand vision and mantra of
As well, the brand is focused on creating digital experiences that entice and intrigue the consumer through social media engagement, Youtube channel content and editorial features. For further
information, visit www.rafaellastyle.com and follow @rafaellastyle.
Rafaella is one of the top brands from Perry Ellis International, which also operates Perry Ellis, Original Penguin, Cubavera, Ben Hogan and Farah, among others. Perry Ellis also licenses trademarks from other top companies, like Nike for swimwear, and Callaway, PGA Tour and Jack Nicklaus for golf apparel.