Founder and Creative Director of Studio Ellis, one of the UK’s leading independent womenswear groups—Ellis Bridals, John Charles, KR Studio, and Maisonel—James Ellis continues his family’s century-long legacy in fashion. With an aesthetic defined by a balance of structure and softness, Maisonel’s timeless designs have just launched with Arnotts in Ireland.
I am James Ellis, the Founder and Creative Director of Maisonel, a London-based label focused on occasion dressing. The pieces are designed to feel elevated yet easy, confident, without being overworked. It is about creating clothes that women return to, that feel instinctive to wear without excess.
I come from a family where every generation has been made up of designers. My great-grandmother founded Ellis Bridals in 1912, which is still family-run today, and I am now Creative Director. That background has shaped how I think about design and craftsmanship, and how things should feel as much as how they look. With Maisonel, it is about building on that foundation while evolving it in a way that reflects how women dress for events today.
I was always around design. I grew up looking at sketches with my mother and was given small jobs on the production line very early on, even making buttons when I was about five, so it felt natural from the beginning. Working under Sarah Burton at Alexander McQueen was a defining moment. She is incredible, and it confirmed how much I wanted to be part of the industry. Now my role is broader, spanning design, art direction, shoots and shows, and I really enjoy working with talented people. That is what continues to inspire me.
My mission is to design for women in a way that makes them feel confident. That is always the starting point. From there, it is about creating pieces that feel instinctive and considered, with a balance between structure and softness.
We stock dresses primarily, alongside some tailoring and separates. Everything is designed around occasion dressing, but with enough flexibility that it does not feel limited to one moment.
Launching with Arnotts feels like a natural step for the brand. Arnotts has a strong identity and a loyal customer, which is important. There is also a real appreciation for occasion dressing in Ireland, so it feels like the right place for Maisonel to grow and connect with a new audience.
The logistics
Money was, of course, a concern starting out. It forces you to be focused. Because of the foundation of my other brands, I have been able to approach Maisonel with more creative freedom and build it organically, one step at a time. That has been important in maintaining control and quality.
The best business advice I’ve gotten has been to be clear about what you are building. Once that is defined, everything else tends to follow. My most useful learning since establishing the brand has been to trust your instinct. If something feels right, I would rather try it than overthink it. You refine as you go, and that is how the brand develops.
The brands to know
I tend to notice pieces more than brands, but I do like what Duran Lantink is doing at the moment.
In terms of fashion and design accounts that I love to follow, it’s a mix, but always those with a strong visual identity. I like Good Moods, it is always well put together. I also follow The Aesthete and Cabana. I love interiors, so they are always interesting.
I loved (when it was colder) wearing my Studio Nicholson winter coat! I also have some glassware from J Hill’s Standard – such beautiful and unique glass pieces.
The legacy
Launching Maisonel and seeing it resonate so early on has been my proudest achievement so far. That initial response is something you do not take for granted.
I want my brand to be remembered for creating pieces that feel timeless, pieces you return to over the years and that become part of your story.
If I could have anyone wear my designs, it would be someone like Jessie Buckley. That would be a dream; she is effortlessly stylish.