But some of the biggest changes to the business have been happening in the design room,where the brand,which earned an international reputation for its kaftans – Oprah and Beyonce are fans – has been slowly adding more structured silhouettes,such as tailored jackets and bombers.
It's part of a strategy to win new business,in particular what Franks calls"high-fashion customers". You know,the women who attend the fashion shows and shop the collections straight off the runway.
"While we still remain true to our core product,we’ve shifted our offering to[introduce] ... new silhouettes to remain progressive as a label,"Franks said.
Kaftans,the thing that made Franks famous,now account for a mere 10 per cent of each collection. These days,denims,velvets and wools are just as likely to be on the racks as the signature silk prints.
Franks'new direction has been recognised by the organisers of Fashion Week Australia,who have invited her to close out the industry event on May 18.
Just as Louis Vuitton took the equivalent honours in Paris last week,the Camilla show will close out Australia's main fashion event for international buyers and media.
"Our show will demonstrate our evolution and will be a new representation of the brand unveiled in our stomping grounds of Sydney,"she said.