About Else Lingerie

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 technical background and learned about the industry. But she soon saw a serious lack in the lingerie market. So she started ELSE with one simple focus: to create lingerie that’s equal parts comfortable and stylish, and makes women feel like the best version of themselves. After just one year in business, Ela opened an atelier in her hometown of Istanbul. There, she employed local female artisans. In this supportive, inspired environment, the business got its wings, and ELSE started to grow quickly, selling to retailers internationally. With that, the LA flagship — on Melrose Avenue — was born, and for Ela, it feels like home. "Choosing and putting on lingerie is one of the most personal experiences in a woman’s daily routine,” she says. “So we wanted to design a space where women can feel comfortable, relaxed and happy — an imitation of their homes or even bedrooms.” Beyond supporting women, ELSE is also focused on protecting Mother Earth. Numerous pieces are made with lace from regenerated yarn. Our swimwear is crafted from recycled polyamide, and even the packaging is made of potato starch. The next chapter is still unwritten, but for Ela, one thing will always be certain: ELSE will never lose sight of its core dream. Discover our elegant, empowering creations — and elevate your every day. Read their story