Magic Millions 2019: Zara Tindall’s $400 White Label Noba dress almost sells out

A Brisbane-based designer has been blown away by the sudden success of one of her pieces after what she thought was a prank call has led to a $400 dress almost selling out. And, for other local designers, it’s a call that could be a ticket to global notoriety.

Tracey Watkins, the fashion designer behind White Label Noba. Picture: AAP Image/Steve Pohlner

Queensland fashion designer Tracey Watkins has been run off her feet since yesterday afternoon and has almost sold out of the $400 pink lace and georgette dress worn by the Queen’s granddaughter Zara Tindall at the Magic Millions polo on the Gold Coast.

“Oh my god, it’s been ridiculously busy,” said Mrs Watkins, founder of Brisbane-based label White Label Noba.

Queen’s granddaughter shows her competitive side

“When I got the call from Zara’s assistant on Saturday night asking me to dress her, I thought it was a friend playing a prank.”

Mrs Watkins, 56, was asked to bring a selection of garments on Sunday morning for Mrs Tindall, the daughter of Princess Anne and an accomplished equestrian who eschews Royal titles.

“I never expected to meet her, but then she arrived in a denim skirt and white T-shirt and was, like, ‘thanks so much, I really appreciate this’.”

Zara Tindall, with husband Mike Tindall, wearing the $399.95 “Scarlett” dress by Brisbane-based designer Tracey Watkins at the Pacific Fair Magic Millions Polo. Picture: Luke Marsden.

Mrs Watkins said the $399.95 “Scarlett” dress suited the 37-year-old mother of two perfectly. “She is so lovely, just delightful, and really down to earth, and the dress captured her femininity.”

This is not the first time Mrs Tindall, wife of former English rugby union player Mike Tindall, has worn White Label Noba. She dazzled in a navy linen dress at Magic Millions last year after her personal stylist became aware of the local brand.

Tracey Watkins, the fashion designer behind White Label Noba. Picture: AAP Image/Steve Pohlner

“To have it happen two years in a row is just incredible,” said Mrs Watkins, an interior designer who started the label in 2011 and now has two Brisbane stores and an online boutique.

The Royal effect can swiftly change a designer’s fortunes — for better or worse.

When Meghan Markle, Duchess of Sussex, touched down in Queensland with Prince Harry in October last year in a $159 (89 pound) burgundy polka dot dress by high-street label & Other Stories (the sister to H&M), it sold out within minutes.

Meghan, the Duchess of Sussex, on Fraser Island in October. Picture: Lyndon Mechielsen

On day two of her visit, the newly minted Royal donned a $200 pair of high-rise “Harriet” black jeans by Gold Coast label Outland Denim, sparking a 1000 per cent spike in traffic on its website.

The $199.90 skinny jeans, cut from organic denim and ethically made in Cambodia by local women, sold out fast but are now back in stock.

Meghan, the Duchess of Sussex, wears jeans by Queensland label Outland Denim.

There was a similar buying frenzy after Kate Middleton wore an Issa London $770 (430 pound) silk-jersey blue wrap dress to announce her royal engagement to Prince William in 2010.

And remember, this was pre-Instagram. Almost overnight, the label’s overall sales doubled and demand for the dress — since copied by others and now retailing for as little as $50 — was so high that Issa founder and creative director Daniella Helayel could not keep up.

The stress was reportedly too great and she resigned a few years later.

But by far the most influential Royal — with her impact being felt even today — is the late Princess Diana.

New research by online retailer Lyst dissects the most memorable royal fashion moments of the last 100 years and names Princess Diana’s short, off-the-shoulder black “revenge dress” and the long blue velvet “Travolta dress” among the most copied styles in the world.