Mossman creative director Deanna Depetro has emerged as something of a style icon herself
and recently launched My Wardrobe by Deanna collection
Australian brand Mossman has earned a loyal following in New Zealand over the past decade. Renowned for its power-suiting, colourful party dresses, and statement separates, Mossman has seen huge growth since creative director Deanna Depetro took the reins. And that doesn’t look to be slowing, with Deanna herself stepping out of the shadows to embrace her role in this juggernaut.
Set to celebrate its 10th anniversary in 2023, Mossman has become a fast favourite of celebrities and influencers with its on-trend pieces. While the label has more than earned its stripes, more recently, it is Deanna herself who has become the darling of social media, with followers obsessing over her personal style. Think stylishly minimalist with pieces that exude timelessness and longevity and enviable confidence in allowing the well-chosen designs to shine.
While Deanna embodies effortless glam, there is also an endearing charm that comes from knowing her fashion evolution.
The eldest of three children from an Italian family, Deanna’s Melbourne upbringing is infused with fond memories of making clothes with her mother, who was an avid sewer. Using patterns, fabrics, and creativity, her early love of design was fostered and it quickly developed into a passion for shopping and fashion as she got older.
Her work ethic was honed from a young age, and she worked at McDonald’s during her school years, doing as many shifts as she could to buy beautiful clothes. Deanna saved hard to buy her first ever pair of Gucci shoes (which she has kept to this day) – all on a McDonald’s wage.
After studying Business Management at TAFE, it didn’t take long for Deanna to find her feet in fashion at Bettina Liano and then Witchery.
In her 20s, she moved to New York City, which heavily influenced her personal style. Deanna’s life has been dedicated to fashion, working her way from the shop floor to become a powerhouse buyer and designer, reinventing the Mossman brand in line with her editorial aesthetic and fashion-forward sophistication.
Having become a fashion identity in her own right, followers thrive on the opportunity to share her sartorial decisions and personal styling content.
So after a bit of encouragement, Deanna has released her own My Wardrobe By Deanna capsule collection, reflecting her personal style with a focus on premium fabrications and clean lines.
While the first collection earlier this year sold out within days, the second collection dropped this week, starting with a few pieces (with more to be released next week). Deanna’s signature suiting styles are back but in clean white and black, and we’re particularly smitten with the sleek three-piece look.
FashioNZ caught up with the Melbourne designer to chat about everything from style secrets to what she’s loving most about her new range.
What is the My Wardrobe by Deanna Collection and how does it differ from Mossman?
The My Wardrobe by Deanna collection is very different to the Mossman collection. Mossman is all about bright and bold colours, textured fabrics, and statement pieces. Whereas My Wardrobe capsule is all about classic pieces with a fashion twist. They have a modern edge to them but are also timeless.
Why did you decide to do the My Wardrobe capsule?
I decided to create this capsule as I always had so many people ask me where my essential pieces were from and how I managed to dress so chic. So it stemmed from this initially, and I wanted women to feel confident in wearing my pieces and execute that stylish elevated vibe with simple pieces with a subtle fashion ability.
What are some of the key pieces in the range?
The key piece that you will find in any collection I design is a power suit. In this capsule, I created a three-piece relaxed suit consisting of an oversized blazer, pant, and vest. It’s a modern chic look that’s such a vibe but will never date.
What is your must-have piece and how can it be styled?
There are so many must-haves but if I have to choose one, it would be the Como blazer, as you can never have too many blazers. It’s such a versatile piece that can be styled with the Como mini skirt, layered over the Como mini skirt or one of the dresses.
Which celebrity would you love to create a capsule range for?
Definitely Hailey Bieber. I love her style; it’s so effortless and cool.
Next year marks 10 years at the helm of Mossman. How has the brand evolved?
This is a great question. When I look back on the last 10 years to where we are now and go through the lookbooks back in the early days, it’s just so different. When we started out, we weren’t really aware of exactly who our customer was and what she loved. I just created pieces that I loved. But now the collections are a lot more curated; they tell a story and are so cohesive.
We have so much more of an in-depth thought process that goes into our designs and we understand our customers better than ever. We have a good balance of product for every occasion so every woman can find something for whatever the event is.
What has been the biggest learning for you?
The biggest learning curve for me is not being a control freak. Learning to delegate and trust the team that I have to do their jobs. Learning to let go has been such a challenge but when you have an amazing team, it’s making those small steps and letting your team shine.
What’s been the biggest highlight for you?
There have been so many highlights to date but one that stands out is definitely surviving COVID. I travelled so much for work and was always on the go. To be able to stop and really look into the business from a clearer perspective made me realise some of the flaws we had in our business, the collections, and it gave me the opportunity to correct these and really focus on what the business exactly needed. In doing all of this our business has grown tremendously and for me, this is a massive highlight.
How long has Mossman been stocked here in New Zealand?
We’ve been stocked in New Zealand for the entire 10 years I’ve been at the helm and have seen it as a growth market for us, especially after the launch of The Iconic.
You’ve got a loyal following of customers here in New Zealand. What items are the most popular with Kiwis?
Definitely our signature blazers. They are a big hit with Kiwis as they are classic and tailored but at a great price point. And, of course, our statement dresses in bold colours and textured fabrics.
What do you have planned for the 10th anniversary next year?
I can’t disclose too much information at this stage but what I can tell you is it’s going to be BIG.
What is the best piece of fashion advice you’ve ever been given?
Less is more and don’t try too hard.
What are three wardrobe must-haves you can’t live without?
I cannot live without a blazer, a mini skirt and a ribbed singlet/tank.
What are the most special items in your wardrobe that have sentimental value?
My handbags and jewellery. Each and every piece has a story behind it and why I purchased it or if it was gifted to me by someone special. I wear all my sentimental jewellery pieces every single day and my handbags are all on high rotation so they all get some time with me when I’m out and about.
What sparked your initial passion for fashion/style?
Growing up, I was surrounded by fashion as my mum was a sewer. I remember when I was a little girl, my mum would take me to Lincrafts and we would buy some fabrics and patterns of my choice and we would go home and mum would sew them together for me. We would try them on and make adjustments, but I loved the creative process so much and making something that was unique to me.
What’s your guilty pleasure when it comes to fashion?
Shoes and bags. I am totally obsessed and one can never have too many. They instantly elevate an outfit.
Are there fashion/style rules you follow and if so, what are they?
I don’t follow any fashion rules; fashion is something that comes from within. It’s a creative outlet, and you can be whoever you want to be. Be confident and own the look you style.
Who are your style inspirations?
My style inspirations are Christine Centenera, Hailey Bieber, Victoria Beckham, and Kate Moss.
Images supplied