was founded by Eliana (Elle) Masgalos in 2009 as a creative outlet focused on her passion for fashion, arts and trends forecasting and it has since then grown into a space dedicated to personal projects, style, timeless fashion, lifestyle, art and travel. 

Personal style? Uniform. Black & White. A balance in between minimalism, Japanese style and Nordic aesthetic is her signature in both her personal style and work. Simple but bold is her vision not only within fashion and style but also through lifestyle.

Restless globetrotter, Elle takes travelling as a pleasure even when travelling for work. A modern times nomad in a certain way. Elle was brought up travelling and living in few different places, this has triggered her instinct to always move around. Has lived in Portugal, Spain, Stockholm and currently in Shanghai, China.

Educated in fashion design, Elle has worked not only as a fashion designer in several recognised fashion companies but also as print designer, trend forecaster, product developer, Global development manager and most recently as Senior Global Collection Designer and Fabric Manager for HM Ladies department and Creative Director and editor right here in this website. A personal vision on STYLE and LIFE.