Devon Halsey is a brand leading innovation in Women’s Activewear. Finally, women have options for golf, tennis and even pickleball that blend style and functionality with sustainability and empowerment. At its helm is Dara Tomanovich, a visionary entrepreneur whose journey from being discovered by Karl Lagerfeld to creating her own fashion line is shaping the brand’s identity. With a passion for golf and a commitment to empowering women, Dara has transformed Devon Halsey into more than just your standard clothing brand—it’s a movement. A movement that celebrates confidence, versatility, and inclusiveness.
Q&A Session
DC Life: Your bio mentions being discovered by Karl Lagerfeld at 18. How did that experience influence your approach to design and quality in creating Devon Halsey?
Dara Tomanovich: Being discovered by Karl Lagerfeld at such a young age was a defining moment for me. It gave me the confidence to believe in what others saw in me, even if I didn’t see it in myself at the time. This experience taught me to trust my instincts and pursue my passions with determination and courage. When it came to creating Devon Halsey, Lagerfeld’s influence inspired me to prioritize design excellence and uncompromising quality in every aspect of the brand.
DC Life: You mentioned finding a lack of stylish options on the golf course. Can you describe a specific outfit you envisioned that ultimately inspired a piece in your collection?
Dara Tomanovich: It wasn’t just one specific outfit that inspired Devon Halsey; it was the overall lack of stylish and functional options available for active women like myself. I often found myself mixing and matching pieces from my wardrobe to create the perfect golf attire that could withstand any weather condition. This inspired me to create a collection that seamlessly blends fashion with functionality, ensuring that women feel confident and comfortable on the course and beyond.
DC Life: Your brand uses the tagline “ageless and seasonless.” Can you elaborate on how you achieve this in your designs, considering different body types and preferences?
Dara Tomanovich: The concept of “ageless and seasonless” is central to Devon Halsey’s ethos. I believe that great style knows no age or season—it’s timeless and universal. In designing for different body types and preferences, I gravitate towards classic silhouettes with modern twists that appeal to women of all ages and sizes. I also pay attention to the little details, such as innovative design elements and versatile styling options, to ensure that every piece is as functional as it is fashionable.
DC Life: We saw that celebrities like Stephanie Ruhle are fans of Devon Halsey. How important are celebrity endorsem*nts to your brand strategy?
Dara Tomanovich: Celebrity endorsem*nts play a significant role in raising awareness and credibility for Devon Halsey. Having influential figures like Stephanie Ruhle and Sasha Alexander Ponti endorse the brand not only validates our mission but also exposes us to new audiences. However, it’s equally important for us to cultivate a community of everyday women who resonate with our brand values and feel empowered by our clothing.
DC Life: Your brand is featured in country clubs across the US. How are you working to expand your reach beyond the traditional golf community to active women in general?
Dara Tomanovich: While Devon Halsey was initially inspired by golf, our goal is to appeal to active women of all interests and backgrounds. We’re constantly exploring new partnerships and marketing opportunities to expand our reach beyond traditional golf communities. By positioning Devon Halsey as a versatile lifestyle brand that transcends sports, we’re able to connect with women who value both style and functionality in their activewear.
DC Life: Sustainability is a key focus for Devon Halsey. Can you talk about the specific steps you take to ensure ethical practices throughout your production process?
Dara Tomanovich: Sustainability is at the core of Devon Halsey’s values. We’re committed to partnering with vendors and manufacturers who share our dedication to ethical and sustainable practices. This includes conducting thorough research, visiting factories, and ensuring transparency throughout the supply chain. By prioritizing eco-friendly materials and responsible production methods, we strive to minimize our environmental footprint while creating beautiful, high-quality clothing.
DC Life: Your career spans modeling, acting, and now entrepreneurship. What motivated you to take the leap into creating your own fashion line?
Dara Tomanovich: The idea for Devon Halsey stemmed from a personal need for stylish and functional activewear. As someone who’s always been passionate about fashion and outdoor activities, I saw an opportunity to fill a gap in the market and create something truly unique. The challenges of the past year, coupled with my love for golf and fashion, inspired me to take the leap into entrepreneurship and bring my vision to life.
DC Life: You mentioned using social media to connect with customers. How do you leverage these platforms to build a community around the Devon Halsey brand?
Dara Tomanovich: Social media plays a crucial role in building a community around Devon Halsey. We use platforms like Instagram to showcase our products, share styling tips, and engage with our followers. By encouraging user-generated content through hashtags like #halseygirl, we’re able to create a sense of belonging and empowerment among our customers. Social media also allows us to stay connected with our audience, gather feedback, and tailor our marketing efforts to their preferences.
DC Life: Your bio mentions facing challenges as an underdog throughout your career. Can you share a specific instance where you overcame obstacles to achieve success?
Dara Tomanovich: Throughout my career, I’ve encountered numerous challenges and setbacks, but one instance that stands out is my transition from modeling to entrepreneurship. Despite facing doubts and uncertainties, I remained resilient and focused on my vision for Devon Halsey. By leveraging my experience, creativity, and determination, I was able to overcome obstacles and turn my dream into a reality. This journey has taught me the importance of perseverance and staying true to oneself, no matter the odds.
Dara Tomanovich’s journey with Devon Halsey is a testament to the power of passion, perseverance, and innovation. Through her commitment to quality, sustainability, and empowerment, she is beginning to revolutionize activewear. Her support, focus and energy only gets stronger as she draws inspiration from a community of confident and stylish women. As Devon Halsey continues to grow and evolve, Dara remains dedicated to empowering women through fashion and creating a brand that transcends trends and empowers women of all ages and backgrounds.
