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After serving in the Client Services Department at Christie's London, Founder Elle McPherson sought a more personal project, one combining her Canadian roots with international inspiration gained from working alongside leaders in the arts in New York, Toronto, and London. 

The transition from art to fashion was altogether natural for Elle, having been to her first shoot at six months of age. She now devotes her time as Owner of McPherson Ave, and as a Personal Stylist.

Elle holds a degree in History of Art and French at Queen's University, and a Master's in American Fine and Decorative Art from Sotheby's Institute, New York. 

Her career has focused on the arts, celebrating everyday luxury, and promoting contemporary brands making an impact today.