She may design feminine dresses and dainty cardigans, but the new creative director for the Alannah Hill brand pulls no punches when it comes to the casual sporty and androgynous trends that captivate women.
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"Every woman wants to feel like a woman and that's what we do, we embrace, honour and celebrate the female form," Dimitria Papafotiou said.
Since taking the helm at Alannah Hill's eponymous label last year when the founder left her brand, Ms Papafotiou has been charged with bringing the fashion house in from the outhouse.
"We want to honour the original aesthetic of the brand but what I've tried to do is bring some youth, energy and a bit of sexiness back to the range to move it forward," she said.
"The key is making sure we have a selection of diverse looks for a diverse range of customers and bring back that classic elegance while still being trendy."
It is not known when, or if, Tasmanian-born Hill will return to the fashion scene as she hinted she might when she suddenly departed last October.
"I won't be taking a 'well-earned break', nor will I be going on safari," a statement said. "My dream is to continue to create fashion that radiates joy and the power of transformation, not just in fashion but in life itself."
The new design team at Alannah Hill Inc. has not had any contact with her.
Ms Papafotiou, who has had years of experience in the fashion industry with labels such as Forever New, showcased the first of her collections for Alannah Hill on Saturday night at Mercedes-Benz Fashion Festival.
"You can be creative but also you need to have a business head as well. As a designer nowadays you have to understand that, yes, something can be beautiful but there has to be an understanding at what makes a successful business."
La Bombe boasts lace detailing, cinched waist dresses and midi skirts. The vintage prints original Alannah Hill customers have come to expect have been replaced with floral, digital and leopard prints for the Spring racing season and summer months.
She said the brand's new direction has been well received throughout the 42 stores around the country and meetings with David Jones buyers have resulted in "some great, really positive feedback."
However, the influx of international fast fashion chains such as Topshop and H&M, which have disrupted the local fashion industry, has steeled her.
"Local designers and brands should be shining, we have a better product which is made with better fabrications. Now we have to push the boundaries to combat cheap and cheerful fashion fast, they don't understand the Australian market," she said.
