ELSE lingerie, loungewear, swimwear, decor and more is designed to empower the modern, multifaceted woman who wants to look and feel her best in every space and situation, and seeks out style that effortlessly blends luxury with livability.
Meticulously (and ethically) crafted by female artisans in the brand’s Istanbul atelier and sold globally (including in the brand’s flagship Los Angeles boutique), ELSE creates lingerie in a diverse range of sizes and styles, all of which combine world-class design with all-day comfort. Made from the finest fabrics and luxe laces, these are lifetime pieces for those who want to invest in quality, longevity, sustainability, and integrity — and refuse to choose between comfort and style.
ELSE Founder & Creative Director
For ELSE founder Ela Onur, celebrating women has been a lifelong pursuit. While working at her family’s textile plant starting in her teen years, she developed her background in the industry. But she soon saw a major lack in the market. So she started ELSE with one simple focus: to create lingerie that’s equal parts comfortable and stylish. Today, as a multitasking mom who splits her time between Istanbul and L.A., she’s more passionate than ever about the need to combine style with ease in every single garment.
After just one year in business, Ela opened an atelier in her hometown of Istanbul. There, she employed local female artisans, teaching them state-of-the-art skills to help them earn a living. Eventually, the US emerged as a top market, so Ela opened a brand boutique on L.A.’s Melrose Avenue, all the while increasing ELSE’s presence in esteemed boutiques worldwide. The result: a global brand inspired by her life’s passion.
ELSE is a global style brand, but its heart and soul lies in its Istanbul atelier. There, female artisans learn state-of-the-art skills to help them earn a living and be financially independent. They’re trained in the latest techniques, and work to bring ELSE designs to life with exquisite detail, unparalleled quality, and a focus on sustainability.
This supportive, inspired environment is where so much of the brand’s inspiration is derived and nurtured, and it’s the living embodiment of founder Ela Onur’s goal; to create luxurious pieces made for women, by women.
