Elizaveta Yurusheva was seven months pregnant when she fled the war in Ukraine with her two children in tow, eventually settling in Milan. As she began to focus on Italy’s fashion capital, Yurusheva began to pursue her lifelong dream of becoming a designer – which she put aside to follow in her family’s footsteps of luxury hospitality. He did a master’s degree at Istituto Marangoni, but hesitated at the prospect of opening his own label due to unavoidable operational constraints. Finally, she decided: “‘Oh, whatever. I’ll try,'” Yurusheva recalls. In 2024, Ely Ely was born – a brand of luxury women’s clothing based on tailored clothing.
Ely Ely takes its name from Yurusheva’s Italianized nickname “Ely” (formerly “Lisa” in Ukraine), representing her turning point. “I’m going out of my comfort zone, but I’m growing,” he said. “I’m doing something with a dream.”
Image: Hosted by Ely Ely
True to her hospitality background, which includes leading establishments such as InterContinental and Vogue Café, Yurusheva prioritizes the client’s experience above all else. He saw a functional demarcation between men’s and women’s clothing: the former defined by luxury, tactile textures and the latter by strong, rigid silhouettes and shaping materials. It’s a myth as old as time (see: corsets, belts, Spanx and more), but Ely Ely’s designs present a modern solution. “I want my client to relax, breathe … not move, but still embrace her beauty,” says Yurusheva.
Her creations are decidedly uncomplicated, focused on day-to-night transitional pieces like sleek maxi dresses, embellished blazers, sheer midi skirts and wide-leg pants. After all, Ely Ely’s customer is “the woman who doesn’t have a lot of time,” so a capsule-friendly assortment is important. This woman, who expertly balances work and a fruitful private life, remains at the forefront of Ely Ely’s intentionally timeless offerings, which range from $240 for a cashmere bullet, to $2,800 for a handmade cap. Add a belt or switch flats for heels, and the outfit is transformed.
Yurusheva also adheres to a very neutral color palette for communication, with rare – yet counted – coral, green and light blue spaces sprinkled throughout the collection.
Image: Hosted by Ely Ely
The label’s latest Spring 2027 collection takes inspiration from Como, a city in northern Italy to the famous Lake Como. “It combines the city, the resort and the surrounding peace,” said Yurusheva. He feels that he shows a woman who “wanted to be calm, not to be everything at once, but to feel their femininity, but also strength.” With organza, lightweight cashmere (turning to heavier fabrics in fall and winter) and silk materials, Ely Ely’s collection highlights oversized fringe shawls, cropped polo shirts and oversized sleeveless dresses. “I’m all about the clean look, but there’s something more,” adds Yurusheva.
Coming from the hospitality industry, where most of her work involves back-office operations, Yurusheva describes the creative design process as “breathing the air.” But what she loves most about the fashion industry is “honesty.” As a designer, Yurusheva gets feedback from all sides: consumers, stocks, media, PR (and anyone with an internet connection).
“I know that many people say that business is really difficult,” he continued. “I like it because any feedback, if it’s right or wrong, is very helpful because, in my other work and work, [didn ‘t] find at all.”
Ely Ely Spring 2027
Image: Hosted by Ely Ely
In Milan, Ely Ely is sold in the multi-brand Antonia luxury store. It is also picked up by Modes (St. Moritz, Switzerland), Clementines (Toronto, Canada), L’Appartement (Tokyo, Japan) and Deuxieme Classe (Tokyo), among others. As the 2-year-old label prepares for further growth, Yurusheva hopes to grow to 100 wholesale clients. After winning the wholesale? “I dream of having a monobrand store in Paris,” he shares, although he’s eyeing New York City, as he feels Ely Ely is perfect for the ever-changing climate.
While one-of-a-kind wardrobes may be a fashion myth fueled mainly by fans of The Row, Yurusheva envisions a future where Ely Ely brings together the closets of her devoted fans: “My dream is really to have customers who have an 80% wardrobe [Ely Ely].” But when it comes to growth, the delivery of quality products is always overshadowed by rapid expansion as a priority for Yurusheva. She uses high-quality materials (the latest collection includes “Ferrari with strings”, for example), emphasizing that the Ely Ely woman “must have the best.”
While more growth and entry into brick-and-mortar stores may be on the horizon for Ely Ely, Yurusheva isn’t looking.againvery far away. “I’m very focused on the present,” he said. “If I focus too much on the future or the past, you lose track of time.”
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