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Beyond the Bale : June 2019
The fashion designer behind the Ella Sanders brand, Danielle Sanders, chose her great grandfather’s shearing shed in regional Victoria as the backdrop to showcase her latest Australian Merino knitwear collection. The early upbringing of Danielle Sanders included spending holidays on her grandparents’ wool-growing property and being surrounded by knitting – a background which has influenced the quality and timeless style of her brand’s beautiful Merino knitwear. “My Mum, who has always been a keen knitter, grew up in regional Victoria at Morrisons, where the farm and shearing shed are located. I have wonderful memories of visits to the farm and playing with wool fleeces in the shearing shed with my cousins,” Danielle said. Danielle teams this passion for wool with her own flair for knitting – a skill passed down by her mother and grandmother – which forms the backbone of the Ella Sanders brand, which she launched in 2008. To photograph the campaign imagery for her brand’s Autumn/Winter 2019 collection – titled ‘Stellar’ – Danielle, who is now based in Melbourne, returned to the Morrisons farm. “With a long history of producing Merino wool in the family, it was was such an amazing day seeing the latest collection come to life at such a special place for me,” Danielle said. “We loved using the original spaces, textures and features within the shearing shed. It was built more than 80 years ago and is still in use today, producing some of the finest Australian Merino wool. We’ve been able to capture the origin and essence of Australian Merino wool really well in our new season sweaters, cardigans, accessories and coats.” Ella Sanders creates timeless luxury for style-conscious women with a collection of fashionable, durable and wearable pieces. Premium, natural yarns and fabrics including 100% pure Australian Merino wool are used to create signature staples beautifully crafted to layer or stand-alone. “We are known for our superfine Merino apparel, and once you understand the quality and longevity combined with unique design you can’t turn back. I just love wool’s durability, softness and natural qualities. “Our customers range from mid-twenties through to 70-plus, which is really wonderful to see. The one thing that they love is the quality of our knitwear, understanding that it will last throughout many seasons.” A global brand with a local attitude, Ella Sanders has its flagship boutique in Brighton, Victoria. Its apparel is also sold through more than 70 speciality stockists across Australia and via the online store on the Ella Sanders website (flat rate shipping in Australia). MORE INFORMATION www.ellasanders.com.au Danielle’s grandfather (left) and uncle (right) from many years ago, in action producing beautiful Australian Merino wool. The Ella Sanders’ ‘Sophie Sweater’ made from 100% Australian superfine Merino wool, photographed in the shearing shed built by the great grandfather of the brand’s founder. OFF FARM 13