Ellen DeGeneres Gleefully Mom-Dances Into Design

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Photo: Frazer Harrison/Getty Images

Meet E.D. That's Ellen DeGeneres's name for her new, all-encompassing lifestyle brand, which she details in WWD today. Partnering with Chris Burch of C. Wonder fame and former Isaac Mizrahi CEO Marisa Gardini, DeGeneres plans to produce fashion, home, and pet items. "I’m not trying to launch a little boutique situation. This is my next phase," DeGeneres told the paper. She also spoke about what she sees as an opening in the market for suit-loving women like herself.

We go to a red carpet and Portia [de Rossi] is pulled aside for the fashion shot and they’re asking me to step aside. A suit is fashion. Men go to events in suits and they look great and there are really cool designs. But for whatever reason suits just aren’t as appreciated as dresses at red-carpet events.

We can expect E.D. to hit stores in late October or early November — the company is still finalizing a deal with an unnamed major retailer. All we can say is, there had better be sassy sneakers.