Brand extension agency Asembl has secured a direct to retail partnership for Australia’s next generation pioneer of iconic Aussie prints and design, Ellie Whittaker with Australian family fashion retailer, Best&Less.
The partnership with Best&Less will see Ellie Whittaker’s signature designs be ranged across apparel and accessory categories in the retailer.
The partnership with is testament to Best&Less’ proud support of Australian designers and the retailer’s commitment to offering a designer look at a great value price for the whole family – delivering on its promise to offer twice the quality at half the price.
Celebrating Aussie designers, Ellie’s affordable and fashionable, bold and bright line embodies her mission to fill the world with Australian patterns. Full of wonder, colour and whimsy – they are inspired by childhood nostalgia, literature and popular references.
This first range features six key prints – Native Birds, Animal Instinct, Seascape, Beach Shack, Weekend Palms and Gumdrops, each connected with a personal memory from Ellie’s childhood and inspired by her Queensland home and coastal lifestyle.
Styles range across clothing from t-shirts, shirts to dresses, swimwear, accessories, sleepwear and underwear. The fabrics used in the collection have been specifically chosen with care, keeping in mind the climate and ensuring they are lightweight and breathable, perfect for a Summer day. Fabrics include 100% cotton tees, print dresses and shirts made from 100% viscose, and swimwear for babies and kids with a UPF50+ rating for ultimate sun protection.
Asembl, together with Best&Less, is supporting the partnership with an ongoing fully integrated marketing campaign that includes advertising, in-store initiatives, publicity and influencer campaigns.
“We are beyond thrilled to secure this direct to retail partnership for Ellie Whittaker with Best&Less – kicking off with a fabulous Summer 22/23 collection which is now in-stores and online. Testament to Best&Less’ strong commitment to Australian designers, Ellie’s first Summer 22/23 collection for the retailer features a range of bold and bright prints across a range of exciting styles from apparel to accessories for the whole family. With her unique take on patterns full of wonder, colour and whimsy, Ellie is Australia’s next generation pioneer of iconic Aussie prints and design”, said Asembl Managing Director, Justin Watson.