Three months in, Ellen DeGeneres's lifestyle brand, ED, has already proven it has a receptive customer — the initial collection sold out within 24 hours of going live online. Now it's receiving one of the most coveted marks of approval for any young designer brand: an order from New York City retail institution Bergdorf Goodman.
Select items from ED's fall and holiday collections will be available at Bergdorf Goodman's Fifth Avenue flagship from Sept. 10 through Sept. 22, and its e-commerce site from Sept. 8 to Sept. 30. It will also carry a capsule collection featuring products priced between $800 to $3,750 — much higher than the $8 to $365 range of the rest of the collection — made exclusively for the retailer. "The collection reflects Ellen’s personal style with more luxe variations of classic silhouettes designed with the Bergdorf Goodman customer in mind," a spokesperson for ED wrote in an emailed statement. The brand launched online-only in June, so the Bergdorf partnership will be its first foray into brick and mortar.
Fashion-wise, New Yorkers can expect to see luxury cashmere sweaters, Italian wool separates and Italian woven shirting. On the home floor, there will be cashmere textiles, throws and pillows, "whimsical barware" and decorative accessories. DeGeneres has also curated a selection of vintage and antique items, some of which will be featured in the Bergdorf's pop-up shop, that will be auctioned off on Paddle8 for charity.
The timing of the partnership during New York Fashion Week is no coincidence, but a way to celebrate the launch of DeGeneres's new business. “We originally wanted it during Shark Week, but I think this will be just as good," she wrote in a statement.