Lovely yayborhood, I am so excited about today’s guest – if you follow me, you’ll already know how much I admire her talents and if you follow her those talents will need absolutely no introduction. On the off chance you don’t, however, you’ve still probably seen her work without realising it draped on some of the nation’s biggest names (although, to be fair, she is in her own right one of the nation’s biggest names and an absolute icon of style).

Even if you do already know of Effie Kats, I’m honoured to share a bit more about the wonderful woman behind the immaculately polished exterior – although you’d never expect it, we have bonded many a time over the crushing weight of impostor syndrome, perceived failure and burn out. And yet, she is one of the most successful, hard-working, trail blazing women in the business shaping our perception of style with her eponymous made to measure label, Effie Kats, and its ready to wear sister, Bayse Brand.

I LOVE that Effie learnt the trade in her family's workroom, alongside her father and grandmother who have over 40 years experience in the industry which you will hear all about in the episode. You may also know Effie from her first business, Zachary Label, which she launched at just 23 and which has a story of its own with so many themes we love to talk about on the show. I love knowing this woman and hope you enjoy getting to know her a bit better too! And if you don’t have Effie Kats or Bayse Brand in your wardrobe get on that stat!!!

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