Animals Are Everywhere on Ellen DeGeneres's New Lifestyle Site, ED
Ellen DeGeneres could kick back on the set of her syndicated daytime television show, hang out with her dogs, flip real estate for the fun of it, and just relax with her hot wife, Portia de Rossi, on her off hours. But instead, seemingly not content with just being extremely well liked for her personality and comedy chops, hosting awards shows, and collecting a paycheck for dancing, scaring, and having conversations with her friends, the 57-year-old now also has a lifestyle brand, which went live on Tuesday.
Joining the likes of Gwyneth Paltrow, Blake Lively, and Reese Witherspoon before her, the Ellen Show host launched ED by Ellen DeGeneres, a fashion and housewares line. The e-commerce venture offers boyfriend fit cotton T-shirts with her favorite animals (goats, pups, and bunnies) hand painted on them ($45); bracelets handcrafted by Costa Rica artisans ($25); blazer with “Ellen’s signature printed butterfly half lining” and the word “love” embroidered into the collar ($245); coasters with jokes on them — “A horse walks into the bar, Bartender says, ‘Why the long face?’” — that are “perfect conversation starters” ($50); and more items, each injected with quintessential marks of Ellen. All apparel even has her initials (as well as the nickname de Rossi has for the comedienne), “ED,” stitched somewhere.
It seems like DeGeneres’s European trip paid off. Traveling with J. Christopher Burch, Tory’s ex-husband and investor in the company, she traveled with de Rossi and Hamish Bowles from Vogue for inspiration. The crew flew via private jet to Paris where they shopped at flea markets, Marché Paul Bert, and Colette, visited Patrick Seguin’s gallery, and dined at Marco Scarani and Jamie Creel’s apartment, then concluded their trip in Antwerp to taken in Castle Gravenwezel, the home of Axel and May Vervoordt. These bougie places, though, don’t seem to have found their way into the understated collection. Anna Wintour wouldn’t switch out her Erdem for ED, that’s for sure.
But that doesn’t mean the consumer market won’t scoop it up. Pieces range from range from $25 to $395. According to the site, the ED brand encourages individuals to embrace and express their own sense of style and individuality through all parts of their life. “I want people to be able to express themselves in a very stylish yet comfortable way. And whether they know it or not, they’re expressing love,” DeGeneres noted on edbyellen.com. Additionally, she’ll get more brand awareness in August when ED releases a capsule collection for girls at GapKids and Gap.com.
Just like Witherspoon’s Draper & James (literally just like, the site’s are pretty much designed the same way), whether or not she’ll be the next Gwyneth Paltrow remains to be seen. But if the fact that she’s #12 on Forbes’ annual Celebrity 100 list of top earning celebrities, means she doesn’t really need to care.
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