Ellen DeGeneres Is Launching a Lifestyle Brand! (Think “Simple in a Sophisticated, Not Tricky, Not Trendy Way”)

The news that Ellen DeGeneres is launching a lifestyle brand, set to include home, clothing, and even pet accessories, is thrilling—lest we forget, this is a woman who’s unintentionally flipped houses with her impeccable taste and has had a hand in designing the clothes she wears on-camera for the past year or so. “Everything is going to be an extension of my lifestyle. The way I live is inspiring everything,” she told WWD in an interview. “I wouldn’t be doing this if I didn’t want it to be the biggest brand name that you can imagine.”


The brand will be called E.D. (but pronounced “Ed,” FYI) and will launch with tabletop around the holidays before expanding into home and fashion—though maybe not dresses right away. They’ll be coming though, with the funny lady, typically sharp in a suit, saying she helps wife Portia de Rossi shop and has “great taste in dresses.”

Frocks aside, the line will include simple classics (she even mentioned drawstring pants, making her one of my favorite fledgling designers right off the bat). “Simple not in a basic way, but simple in a sophisticated, not tricky, not trendy way. The hardest thing is to find something that will go with anything else, something you can mix and match and wear without it looking like it was last year.”

Her wardrobe contains a mix of Rag & Bone, Dries van Noten, and The Row, but she had a tricky time finding suits cut for a woman when she started, resulting in a lot of altering of men’s. Even now her team spends a lot of time actually designing the pieces she wears on-air.

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