Ellery taps L'America

Luxury womenswear designer Kym Ellery is heading up a new diffusion venture, with prices starting at $49.

L'America has launched through department store David Jones, offering a summer collection inspired by Americana references.

Creative director Ellery has created three drops for the season, offering approximately 10 - 15 styles per delivery.

Staples include mini dresses, floaty full skirts, skinny-cuff jeans and denim shirts.

Detailing ranges from stars and stripe prints, dip-dye, black and white palm motifs and pepperings of pop neon.

Prices start at $49 and peak at $190.

Ellery, who photographed the premier campaign, said the venture offered her access to a new market.

"After designing for a more directional woman these past few years, this new opportunity to think about a younger 'festival' girl has been so enjoyable."