By Damien Woolnough

Copyright theage

In Milan this week, Gucci designer Demna rejected a runway show, instead presenting a film for his debut as creative director, but making movies was never Kats’ dream.

“I used to read my dad’s [tailor Bill Katsaounis] copies of Vogue and I was a part of the runway shows for his label Classic Formal when I was growing up. It’s something that has always been in my life.”

Kats launched her namesake brand in 2018, following the demise of her first fashion business Zachary. Until this big budget show she had been cautious with money, waiting until this year to launch in David Jones and The Iconic. The success of those launches helped pay the bills for the flotilla of models, make-up artists and metres of white carpet for the runway show.

“We launched Effie Kats into six stores, and after only six months of trading it’s now in 12 stores,” said Abbey Mudie, David Jones womenswear buyer. “Our customers love the signature crepe fabric for event dressing. The Verona dress is our bestseller and its under $400 price tag helps.”