Australian Financial Review

Former Young Rich Lister's surprise return to the business she left behind

Erin Deering is about to launch her new fashion brand, and says it's surreal to be back in the game after nearly 10 years away

Selling bikinis earned Erin Deering a spot on the Young Rich List in 2015, and at one point, she was the second-richest woman under 40 in the country. But when Deering left Triangl, the swimwear company she founded with former partner Craig Ellis in 2016, she vowed to never return to the fashion game. Until now.

“I was speaking with a journalist about my book [ Hanging by a Thread ] and I told her I was thinking that maybe I’d sample some of my own clothing designs, but just for me,” says Deering. “The next thing I know, the headline is, ‘Erin Deering to launch new fashion line’. And reading it felt good. It was like a realisation that it was what I was meant to do.”

On September 18, Deering will debut an eponymous line, sold direct-to-consumer, of around 25 pieces. Two more collections will follow, in October and early 2025. The emphasis, for now at least, is apparel, but Deering is also keen to move into eyewear and handbags.

“Deering is not so much about my own style,” she says. “It’s more about my deep, deep love of fashion and personal style.” As a girl, she was “obsessed with getting dressed” – a passion that endures.

“It’s honestly one of the biggest joys in my life. I get dressed for me. Not for men, not for other women. I want that for other women, too.” One of the consequences of fast fashion, she says, is that the trend cycle moves too quickly to hone personal taste. “I want to bring that back.”

With prices from $250, Deering will feature everything from tailoring to denim. “There will always be a design detail or flair that makes each piece a bit different, like tech nylon on a trench, or vinyl pocket trim on a cotton jacket,” she says. “I want these pieces to stay in your closet for a good number of years because they are classic but also fun.”

And yes, she says it’s “surreal” to be back in the fashion game after nearly 10 years away. “I never thought I would have a brand again. But after time away, I realised I had more in the tank.”

— by Lauren Sams