First Look at Ella Moss

Ella Moss is adding a new layer.

The apparel brand, founded in 2001, is taking its bohemian look to footwear with the addition of a shoe line for fall ’12.

“Shoes seemed to be the most natural next step [for us],” said Pamella Protzel-Scott, creative director for Ella Moss. “While making the clothing line, I could see the shoes and the vision became clear.”

The line will include about 40 styles of boots, flats, pumps and wedges and is priced from $200 to $425. Protzel-Scott aims to create versatile looks that can be worn from day to night. The styling incorporates tapestry prints, braiding and fringe, as well as color-blocking details.

Ella Moss is a division of VF Corp., and New York Transit Inc. has the license to produce the brand’s footwear. New York Transit also launched Splendid footwear with Protzel-Scott for the spring ’12 season.

“[The shoes for Ella Moss are] very much in line with the apparel — bohemian and chic,” said New York Transit President Rich Kelsey. “[The collection] separates itself because of the special detailing.”

Targeting its current clientele, women ages 28 to 45, the shoes also could appeal to a wider base, said Protzel-Scott.

“[Customers] want a great pair of boots you can wear in so many different ways, with shorts or a dress, anything that is really versatile,” she said. “The girl who is going to wear this line likes to mix up her style.”

Moving forward, the brand has plans to open a second retail location this year, either in New York or Los Angeles. “We’ll [also] launch Ella Moss intimates for 2013, and I want to do bags and purses,” said Protzel-Scott.

The Designer
Pamella Protzel-Scott founded Ella Moss in 2001 after attending The Fashion Institute of Design & Merchandising in Los Angeles.

The Inspiration
Ella Moss clothing aims for a bohemian feel, and Protzel-Scott said she wanted to translate that element to the footwear. “I really wanted the shoes to complement that [vibe].”

The Pitch
Ella Moss footwear debuted at FFANY and will next show at FN Platform this week. The line is targeting department stores and will sell online at, as well as at the brand’s Newport Beach, Calif., store (above).