Tagline
We have clothes that address grown-up concerns.
Elura is a women's apparel brand for women in their 40s and 50s, launched by Adastria in October 2019. It was established by Keiko Ito (Elura director/manager). The brand's slogan is “We have clothes that address grown-up concerns.” It offers suggestions that “work on concerns,” much like cosmetics. It is based on the concept, “So I can love myself. At any age, true to myself and feminine.” The brand continues to sell through its official online store.
Concept
So I can love myself. At any age, true to myself and feminine.