Luella was the eponymous brand designed by Luella Bartley between 1999 and 2009.
Starting out as a fashion journalist, Bartley presented her first Luella collection, Daddy, I Want a Pony in September 1999 followed by Daddy, Who Were The Clash? presented at London Fashion Week in February 2000. Bartley quickly established a firm fanbase for her idiosyncratic brand of wit and subverted prettiness referencing classic British codes of punk, aristocracy, humour and historicism as well as finding considerable admiration for her line of accessories including the hugely successful Gisele handbag made in conjunction with Mulberry.
After closing her label in late 2009 Bartley returned to writing, publishing her first book Luella's Guide to English Style in 2010. Bartley received an MBE from the Queen as part of the 2010 New Year's Honours. In 2013, she became co-creative director of Marc by Marc Jacobs with Katie Hillier. Marc by Marc Jacobs was discontinued in 2015, and Bartley and Hillier went on to found accessories brand Hillier Bartley the same year.