The Em Rata effect: Pieces from Nadia Bartel’s Henne brand ‘sell out’ after Emily Ratajkowski wore them in New York

Nadia Bartel’s brand Henne has won the ultimate endorsement from Emily Ratajkowski, one of the world’s most influential models. See the photos.

Nadia Bartel’s fashion brand Henne just scored a major win ahead of its planned expansion into the US.

Emily Ratajkowski – one of the world’s most in-demand and influential supermodels – has been pictured wearing a full outfit from Bartel’s brand in New York.

It’s a huge deal for the Melbourne-based retailer, which Bartel is growing into one of Australia’s most in-demand fashion labels.

Ratajkowski – whose podcast, High Low with Em Rata, is hugely popular and who starred in the controversial Blurred Lines video clip – sported Henne’s Nico jeans ($269), Aurora shirt ($229) and Leila tank ($89) in Manhattan’s West Village this week.

Wearing Henne, Emily Ratajkowski is seen in New York’s West Village. Picture Gotham/GC Images

The Henne pieces sold out after Em Rata was seen wearing them. Picture: Gotham/GC Images

The Em Rata effect is already in full play with the “Nico” jeans selling out in the colour “Butter” – which Ratajkiowski wore – in four sizes, and with demand so high there’s now a waitlist.

The matching shirt is also sold out in XS/S and M/L.

Ratakjowksi, who has walked the runway for brands from Versace to Nensi Dojaka, will next appear in the rebooted Victoria’s Secret Fashion Show, due to air later this month.

This all comes after a big few months for Bartel. The mother-of-two staged her brand’s second runway show in as many years at Afterpay Australian Fashion Week in May, with a collection dubbed “Chroma”, amid international – and Australian – expansion plans for the business.

Nadia Bartel backstage at Afterpay Australian Fashion Week in May. Picture: Getty Images

The Henne crew! Michelle Ring, Nadia Bartel and Laura Broque at Sydney’s St Barnabas Anglican Church. Picture: Getty Images

With the Henne show staged in the minimalist space of Sydney Anglican Church St Barnabas, Bartel said Fashion Week was a key part of her brand’s international expansion.

“It’s a huge global event – there are so many eyes on the shows,” Bartel said at the time.

“It exposes you to an international audience. Our plan in the next 5 years is to reach more of an international customer – in the US and UK. [Fashion Week] allows us to meet those buyers and get in front of them.”

Bartel will open Henne’s first retail store in Sydney “early next year”. “We’re working on all of that at the moment,” Bartel said. “We’re looking for a location in Sydney. The space is going to feel very different to our [Melbourne] store.

Em Rata has 30 million followers on Instagram. Picture: Gotham/GC Images

Nadia Bartel’s international expansion plans for Henne just won an A-list supporter in Em Rata. Picture: Getty Images

“There is so much happening in Sydney. Our customer base is growing here a lot. There’s demand for another store, this state more than anywhere else.”

The outfit Ratajkowski wore was seen on the runway in Sydney, where Bartel showcased sharp blazers, tailored leather trousers, and high-neck ribbed kits in earthy tones, in a collection that played into the so-called “quiet luxury” trend.

“It was inspired by the 80s and power dressing,” Bartel said, citing sartorial muses from supermodel Cindy Crawford to the late Princess Diana.

“When you’re in really classic items that fit really well, you look so elevated. It’s the way I have always liked to dress.”

Originally published as The Em Rata effect: Pieces from Nadia Bartel’s Henne brand ‘sell out’ after Emily Ratajkowski wore them in New York