“I believe in a return to the purist form of luxury” - Tyler Ellis
What is your idea of luxury today - and how has that changed over time?
I think the word "luxury" has lost its meaning. Today's contemporary brands use the term loosely as a marketing technique to draw in consumers. Luxury used to mean the best of the best: sourcing top-quality materials, creating handmade pieces by trained artisans and incorporating the utmost attention to detail. Now, bags made by machines in China claim to fall under the same umbrella. I believe in a return to the purist form of luxury — luxury without compromise.
How important is the red carpet endorsement for a fashion brand?
Aside from the sales aspect, the red carpet brings brand legitimacy and builds consumer trust. Women like Oprah, Cate Blanchett, Gigi Hadid and Reese Witherspoon have access to anything and everything, so when they choose to carry Tyler Ellis it speaks volumes about the brand.
What is the biggest challenge facing your industry?
Maintaining true luxury. "Made in Italy" used to have such incredible clout. It meant that you were investing in a creation that was made by an exclusive group of highly trained artisans, located in one small region of the world. But larger fashion houses are cutting costs and creating higher profit margins by hiring low-waged Chinese workers instead of Italian artisans. The Tyler Ellis label proudly states "Handmade in Italy".