A New Era for Effie Kats: Revolutionising Generations of Tailoring

This new era is heralded by the brand’s latest campaign, fronted by renowned model Montana Cox. It showcases 30 new Melbourne made designs which bring glamour to seasonal parties while embodying strength, grace and individuality.

The creative force behind the brand, Effie Katsaounis, has emerged from the heart of Melbourne's vibrant cultural and artistic scene as a leading figure in Australian fashion, seamlessly blending European craftsmanship with contemporary innovation. As a third-generation Greek-Australian designer, Effie draws from over 50 years of family expertise in tailoring and dressmaking.

Born into a sartorialist family, Katsaounis’ lineage is deeply rooted in the tailoring traditions of Athens, where her grandparents honed their skills in the bustling Greek rag trade before migrating to Australia. Her grandmother, a skilled seamstress, and her grandfather, a master tailor, brought with them a wealth of knowledge that would shape Katsaounis’ future in fashion. This dedication to craft continued through her father, who now manages the production of the brand’s collections.

“I am excited to unveil this new direction for Effie Kats. It represents not only the evolution of my design aesthetic but also a commitment to empowering contemporary women through innovative tailoring that honours our heritage.”

“My designs reflect the heritage that runs through my veins. The techniques I’ve learned from my grandparents and father, combined with my own creative vision, allow me to craft pieces that not only celebrate women but uphold the artistry of true tailoring," says Effie Katsaounis.

Since the brand's inception in April 2018, Effie Kats has evolved from offering custom-made suits and dresses to a fully-fledged ready-to-wear line. Every piece is designed and crafted locally in Melbourne at the brand’s charming Coburg workroom. Though the brand initially focused on bespoke tailoring, the challenges of the pandemic prompted Katsaounis to pivot her business, leading her to produce a stock collection that captures the essence of her made-to-order origins while embracing the needs of the modern women.