FOUNDER OF EMELLO: Victoria Price

Dressing the Quietly Powerful

In a fashion landscape increasingly driven by trends and immediacy, Victoria Price offers something rare: intention.

After two decades advising some of the world’s most iconic luxury houses, she stepped into a new role—one shaped not by fleeting seasons but by enduring values.

With Emello, Price has created a womenswear label that reflects a new era of elegance—one where refinement is quiet, confidence is internal, and craftsmanship is uncompromising.

Launching in September 2025, Emello is more than a collection of clothes. It is a considered response to the complex lives women lead today: fluid, layered, and high-performing.

Through her thoughtful use of natural materials, timeless silhouettes, and an unwavering respect for women’s stories, Price is rewriting what luxury means—elevating not just the wardrobe, but the woman wearing it.

In this exclusive conversation with Relentless, Price opens up about building something from the ground up, the invisible power of clothing, and the quiet thread that weaves through everything Emello stands for.

Briefly introduce yourself: Who are you? What is your background? And what drives you today?

I’m Victoria Price, founder of Emello. Prior to launching the brand, I spent over two decades in professional services, supporting entrepreneurs in retail and consumer products.

Throughout my career, I’ve been passionate about championing women. With Emello, I’ve been given the opportunity to build something that goes beyond product.

We’re meticulous about quality and design, but at its core, Emello stands for something deeper: respect for women’s contributions and a commitment to clothing that supports their lives.

You’ve spent a strong career as a consultant giving professional advice to iconic brands like Prada. What inspired you to create your own label

When it’s time, you know.

Women’s lives today are more complex and blended than ever. We’re constantly shifting between roles. While aesthetics have grown more casual, there’s still a hunger for elegance and a desire to feel put-together without feeling overdone.

I wasn’t seeing that reflected in the market. At the same time, I felt a growing consciousness around how and where our clothes are made. Women want to invest in pieces that reflect their values and last.

Tell us about Emello and your debut collection

Emello is a refined womenswear brand for modern women with layered, high-performing lives. Our belief is simple: elegance and ease should coexist.

The debut collection of 42 pieces—knitted co-ords, ribbed zip cardigans, cashmere-blend V-neck sweaters, double-layer vests and tees, and wide-leg knit trousers—launches September 2025.

Emello exists to give women clothing that works as hard as they do: quietly powerful, deeply intentional, and refined.

Emello is described as embodying “quiet confidence.” What does that mean to you?

Quiet confidence is knowing your worth without needing to prove it. That philosophy is at the heart of Emello.

Over the years, I’ve had the privilege of mentoring brilliant women. The moments I treasure most are watching them trust their instincts, step into leadership, and carry themselves with authority.

There’s something magnetic about a woman who has nothing to prove.

The name Emello evokes different things—how does it capture your vision?

I chose the name Emello while walking through my garden on a cold December morning.

The word carries softness and calm, something feminine and quiet. But beneath that, it’s rooted in strength: derived from the Latin aemulus, meaning “rival.”

That duality felt important—composed but ambitious, graceful yet powerful.

Can you talk about the craftsmanship and materials?

We work exclusively with family-run factories in Portugal and Italy.

Our pieces are made from natural, certified fibres like cashmere, Lyocell, organic cotton, and Supergeelong merino, an incredibly soft lambswool often compared to cashmere.

Our knitwear is fully-fashioned, meaning each piece is knitted to shape, not cut from panels—slower, but it results in a cleaner silhouette and far less waste.

Our Emello ‘E’ logo is the thread that runs through our story and values.

What do you hope women will feel when they try Emello?

I hope women rediscover the pleasure of how things feel against the skin—texture, softness, weight.

Beyond that, I hope these pieces become treasured garments that customers return to again and again. That’s real luxury: beauty that lasts.

From editorial-style shoots to authentic, day-in-the-life content, every launch detail is considered. Leith Clark styled our first campaign because she embodies quiet confidence and brought that to life.

What’s the single piece of advice you would share from your journey?

Play your own game. Don’t measure yourself against others—success looks different for everyone. Doing things your own way is liberating.

What’s next?

I’m excited about our SS26 range. As we expand, we can express ourselves even more creatively.

We’re also launching special events and a podcast to bring together a community of thoughtful, accomplished women.

Most importantly, we’ll use our platform to elevate, empower, and honour the quiet force behind so much of what’s exceptional in the world.

This is just the beginning.

Images by Ernesto Roman