Last summer, America's favorite funny lady, Ellen DeGeneres, announced her plans to debut a massive lifestyle brand -- spanning fashion, home goods and specialized pieces just for pets -- that will be her sole focus when her show eventually comes to an end. The collection is called E.D., like the name "Ed," which is what her closest friends, including wife Portia de Rossi, call her.
DeGeneres gave the world a glimpse into the fashion part of her line at the People's Choice Awards in Los Angeles on Wednesday in a a matching set of creme white slacks and bomber jacket. "We actually just made this," she said to E! TV personality Giuliana Rancic before the show. The shirt is from Saint Laurent and the sneakers, a felt pair of Stan Smiths, are from Pharell's recent collaboration with Adidas.
While clothing isn't due until May, a capsule collection of home decor items, called E.D. On Air, went on sale at QVC before the holidays. Prices ranged from $19 to $417 and included artificial Christmas trees, notecards and more.
To build her brand, DeGeneres has teamed up with Chris Burch, ex-husband of Tory Burch and founder of C.Wonder, which just this week announced it was closing all of its stores. “We’re both very, very competitive and we want to break every rule,” said DeGeneres in October to Vogue about Burch. The brand will be available on its own forthcoming site as well at yet-unnamed retail partners and pop-up shops.