Australian model turned entrepreneur Elle Ferguson is set to unveil her second range launch from her owned clothing brand Felle, with Stylerunner set to be the exclusive stockist.
The new collection goes live tomorrow, September 24, and includes 13 styles. This includes a trenchcoat, a blazer, tops and bottoms and a cap.
Speaking on the exclusive launch into Stylerunner, Ferguson said it was important for her to see the brand in bricks-and-mortar stores. This comes after she pushed her skincare brand Eleffect into Mecca.
“The team at Stylerunner has their finger on the pulse,” Ferguson told Ragtrader. “They spot global trends and deliver them to our local audience.
“The edit with Stylerunner is all about being first to market, which is exactly where I wanted to position Felle. Beyond that, I wanted a partnership built on trust, and that’s exactly what I have with Stylerunner.”
Felle was initially launched in February this year, which the founder said scored a strong response from consumers.
“Several styles sold out within the first 24 hours of our last release, including the incredibly popular Utility Pant, which exceeded our expectations,” Ferguson said. “We’re even more excited about this next drop as we have more units and styles available to meet the demand.”
Speaking on her move from model to a business leader, Ferguson said this was sparked during a photoshoot in Los Angeles for haircare entrepreneur Jen Atkins’ first-ever Ouai campaign. The shoot included major influencers including Steph Shep, Kristen Noel Crawley and Make Up Shayla.
“All of them had made the shift from the influencer to the brand owner,” she said. “We were taking a break from shooting, and they were talking about these incredible brands they were building with their names.
“In that moment, it clicked for me – the influencer world was evolving. Instead of just collaborating with brands, which I still love doing, it was time to create something of my own. A brand that could stand on its own.
“We had all built these amazing communities, and I realised the opportunity to give something to give directly to them, on my own terms, was here.”
Looking ahead, Ferguson said consumers are becoming increasingly aware and educated, which is driving the industry to evolve rapidly.
“Fashion and beauty, for me, occupy two very different lanes,” she said. “Beauty is all about technology, creating high-performing products that deliver results at the highest level.
Fashion, on the other hand, sits at the intersection of delivering quickly to market while also creating pieces with integrity and meaning.
“Over the next three to five years, I see this space becoming incredibly dynamic. Brands that can innovate thoughtfully, stay authentic, and connect meaningfully with consumers will have the greatest opportunities.”