Following on from the huge success of Dita’s “VonFollies” collaboration with Target, the manufacturer approached Effie to assist them in launching a premium collection for the celebrity.

Effie took the concept to the CEO at Myer and subsequently project managed the high profile launch of the collection hosting Dita at the Myer marquee at the Spring Racing Carnival, managing the public launch in the Burke Street Mall and press event in Sydney. The launch generated massive global media coverage to the tune of $25million. The collection continues to be a mainstay of the Myer premium lingerie department to this day.

Off the back of the successful Myer launch, she also assisted in launching the brand internationally supervising launches at Bloomingdales (LA and New York) and Nordstroms in the US and Selfridges in the UK.