NEW YORK — Aella, a digital brand founded by Eunice Cho, will have its East Coast launch on Wednesday with a pop-up shop at Bloomingdale’s 59th Street flagship.
Cho, who had worked in fashion for years, decided to go to business school and was surprised by how expensive and uncomfortable women’s suits were. Always searching for a pair of well-priced black pants that would be appropriate for a variety of occasions and didn’t need expensive dry cleaning, Cho took up the challenge to design her own.
After researching fabrics, in 2014 she launched Aella, which is manufactured in Los Angeles from premium and innovative fabrics from European mills and Aella’s own L.A. knitting mill.
Aella is from the school of doing one thing and doing it well. Ankle skinny pants, $198, are designed to support, smooth and slim. Their UV-ray blocking fabric is made from polyamide, Lycra and Spandex. High-waisted flare pants, $254, come in stretch twill made of polyester, viscose as elastane that the company calls Powder Skin. There’s also a pencil skirt designed to hold you in with “the ultimate smoothing effect.” The skirt, $142, has an adjustable zipper and can be worn three ways.
A small collection of tops includes a pre-shrunk crew neck, $85, in a combination of dry-fit polyester, micromodal and Pima cotton that wicks moisture. There’s a single-button navy pinstripe blazer, $192, and convertible duster, $275, which can be worn as a shirt, cardigan or coat due to hidden snaps at the waist.
Aella has a try-two-and-send-back-one for free offer. Consumers choose a second size, which is added to their order at no charge. They can send the pair that doesn’t fit back within five days.
The Aella pop-up, which will be located on Bloomingdale’s third floor near Burberry, will operate through May 1.