Stylist Elliot Garnaut and designer Effie Kats on investment dressing, their Bayse collaboration and why fast fashion is over

Two of Australia’s most influential fashion power players are calling an end to cheap, wear-once clothing – and it will save you cash in the long-term. See how.

Style and substance from Effie Kats and Elliot Garnaut. Picture: Supplied

Exclusive: Fashion is going back to basics. As shoppers look for more bang for their buck, two of Australia’s most influential industry names are launching an all-inclusive line of wardrobe staples aimed at “investment dressing” over fast fashion.

Celebrity stylist Elliot Garnaut and designer Effie Kats are launching Bayse by Elliot Garnaut – a 12-piece capsule line of basics co-created by Garnaut, priced from $70 to about $230.

Spanning blazers, jeans, skirts, nylon spray pants and tanks in neutral tones, the collection is designed to be “the building blocks of any outfit”, with a focus on longevity.

Other labels doing wardrobe-style collections in the market include Christine Centenera’s upscale Wardrobe.NYC brand, and influencer Rozalia Russian’s recent capsule collection for Atoir. The idea is that the brand offers a one-stop-shop of basic items that can be reworn and restyled many times over, in different ways, at an affordable price point.

Effie Kats and Elliot Garnaut are unveiling their first collaboration, Elliot Garnaut x Bayse. Picture: Supplied

Garnaut said shoppers had become more “discerning” with their spending – and the line Bayse by Elliot Garnaut came during a shift in buying habits.

“People are being a lot more discerning with what they are spending and want a longer life for the pieces they are putting in their wardrobes,” Melbourne-based Garnaut said, who also spends time in Sydney’s Paddington.

“The price point was a massively conscious [consideration] for us. People are very tied to longevity meaning a higher price point … that’s not necessarily the case. We wanted to put together a collection that was going to stand the test of time, at an affordable price point.

“People are more conscious of what they are purchasing. We wanted to design a collection to be super malleable – the blazer can be work with the pants, but can also be worn with the denim, or other the black mini dress. The tanks can be worn to the gym or out to dinner.

“The colour story has been based around effortless pairing, so people don’t have to think too much about when they’re getting dressed.”

A model in Elliot Garnaut x Bayse. Picture: Pierre Toussaint for Bayse

‘Fabrics that will last.’ Elliot Garnaut x Bayse is designed to be worn a number of different ways. Picture: Pierre Toussaint for Bayse

The tank and spray pants are gender-inclusive. Picture: Pierre Toussaint for Bayse

Kats, of South Yarra, who has dressed Nadia Bartel, Rebecca Judd and, recently, Jackie O at the Logies in her eponymous brand, Effie Kats – said there was strong demand for mix and match items.

“Looking at consumer buying habits, they have definitely changed. They’re looking for pieces they can wear many different ways, in fabrics that will last. Styles that are less trend-driven and I think that plays into these pieces do not date.”

Elliot Garnaut x Bayse is unisex and marks the first move into unisex for the Melbourne-based brand.

Effie Kats designed this dress worn by Jackie O to the Logies. Picture: MATRIX

Pieces from the Elliot Garnaut x Bayse collection are gender-inclusive. Picture: Pierre Toussaint for Bayse

Australian Retailers’ Association chief executive Paul Zahra said shoppers were still buying high-quality pieces over budget fast fashion, and were more likely to spend on items that they wore frequently and would last.

“While many would assume that shoppers would opt for a value brand … the reality is that savvy shoppers also look for quality and product longevity as a factor,” Zahra said.“ Many shoppers may prefer to buy an upscale product that provides superior protection against the elements and lasts longer, than a cheaper product with less durability.”

Bayse is stocked in 45 retailers nationally, as well as London’s Selfridges department store. Bayse by Elliot Garnaut drops online at baysebrand.com.au Thursday at 7pm.

Originally published as Stylist Elliot Garnaut and designer Effie Kats on investment dressing, their Bayse collaboration and why fast fashion is over