From Kendall Jenner in St Agni to Margot Robbie in Esber: Next generation of Australian designers dressing ‘it’ girls

From Kendall Jenner to Rita Ora and Emily Ratajkowski, “it” girls are wearing the next generation of Australian designers on a global stage.

Kendall Jenner, pictured with US Vogue editor-in-chief Anna Wintour, is a fan of Australian fashion. Picture: AFP

From Kendall Jenner to Rita Ora and Emily Ratajkowski, “it” girls are wearing the next generation of Australian designers on a global stage.

When supermodel Jenner stepped out in a mini dress by Australian brand St Agni in Paris, not everyone realised it had debuted months earlier on the catwalk in Sydney.

Oscar-winner Anne Hathaway recently sported a denim corset blazer by Sydney label Dion Lee, while Emily Ratajkowski wore Nadia Bartel’s label Henne, and Margot Robbie is often seen in Christopher Esber.

Kendall Jenner in model mode on the runway in Paris. Picture: Getty Images

Jenner has worn Byron Bay-based label St Agni – known for its minimalist tailoring – seven times in recent months, the label’s creative director and co-founder Lara Bluett said.

“[Kendall] really, really loves our styles – and it’s organic for her as well. Her stylist reached out to us … she was in our inbox, we were more than happy to send across her favourite pieces,” Ms Bluett said.

“Since then, we have built a strong relationship with her team. Our marketing department, as soon as we have early samples, they’re trying to steal them off the design studio to ship them off to Kendall.”

St Agni has also been seen on Margot Robbie and Riley Keough, as well as Gigi Hadid and Zendaya, both of whom wore the label’s best-selling frayed low-waisted pants ($499).

“We actually didn’t send them to Zendaya, so we don’t know how she got her hands on them,” Ms Bluett noted.

A $319 mini dress by Australian label St Agni, as pictured on a model. The style has been worn by Kendall Jenner. Picture: St Agni

A pair of St Agni pants, $499, as worn by Gigi Hadid (pictured on a model). Picture: St Agni

She said the “it” girl effect had a direct impact on the brand’s bottom line. “It always has a flow on-effect across the entire business,” Ms Bluett said.

“We see a spike in web traffic. Often, Kendall will be in something we haven’t launched yet – so our team make sure it’s live online, so people can register their interest [pre-order]. The mini dress she wore in Paris has been on our bestseller list every single week.

“There has been a real momentum in sales (and) it’s a nice pricepoint as well [$319]. Once Kendall has that moment, we get inundated with other celebrities – she has that influence. Our DMs [direct messages] start blowing up.”

Celebrity stylist Lana Wilkinson – whose eponymous shoe brand has been worn by Rita Ora, Kylie Minogue and Nadia Bartel, among others – said there was a “direct impact” on sales any time a celebrity wore her designs.

Emily Ratajkowski in Henne. Picture: Gotham/GC Images

Rita Ora wearing shoes designed by Lana Wilkinson. Picture: Rita Ora/Instagram

Margot Robbie in Christopher Esber. Image credit: Instagram

In the past month, sales of Wilkinson’s heels are up 225 per cent, which she attributes to “an increase in celebrities promoting my brand on social media”.

“[It] helps to raise awareness and lets us engage with a larger audience,” Ms Wilkinson said.

One of the most influential stars to wear Ms Wilkinson’s designs is British singer and The Voice Australia mentor Ora, who sported the $239.95 “Georgia” heel.

“Her stylist for The Voice, Kate Darvill, reached out to me to loan shoes for Rita to wear with her looks on the show,” Ms Wilkinson said.

“We sent her samples and then saw Rita wearing them on her Instagram a few months later.”

Originally published as From Kendall Jenner in St Agni to Margot Robbie in Esber: Next generation of Australian designers dressing ‘it’ girls