Dara Tomanovich was ready for a new challenge after a successful 30-year career as a model and actor. Her new role: Entrepreneur. Her upcoming women’s luxury golf brand, Devon Halsey, is changing the game in active lifestyle wear where high fashion meets functionality. Her impeccable taste in colors, cuts, plus knowing what women really want, has led the way.
“If I was going to build the first women’s luxury golf brand, I wanted it to be the standard [and style] of Chanel, but not the prices of Chanel,” says Dara.
Her motivation to create the line came during her first golf outing with her partner. While she enjoyed the sport, Dara didn’t see many comfortably dressed, fashion-forward women on the course – or similarly stylish outfits in the gift shop either. She was inspired to create her own line to encourage more women to take up the sport. As a model who grew up around perfectly dressed parents – and her clothes-making mother – Dara knew she could design beautiful golf attire for women of all different sizes.
To ensure the level of quality she envisioned, Dara took on the role of designer, stylist, and business leader. She tapped her connections in the modeling and fashion world, and listened to her internal guide for how to craft each piece. Her “fashion meets tech” focus took her to Munich and other cities to source her sustainably made fabrics.
“My whole thing was to do a monochromatic look,” she says. “Monochromatic, to me, is an effortless way for women to dress chic.”
Dara’s attention to specific colors upped the ante on the line’s high fashion quotient.
“I want to share a hipper version of the quality of Hermes products for women’s golf,” she says. “I want conservative lines. I’m inspired by the fashion colors of the moment.”
Some of those colors include her blue, inspired by a Cartier sapphire gem, bright white like liquid paper, jet black, green and raspberry beaujolais inspired by her favorite Bottega Venetta items, and lavender like a beautiful Valentino gown and pink like a classic Chanel suit.
The finished line is a testament to her attention to detail. Her hero driver jacket can unzip into four different pieces: A hooded jacket, a bolero, a vest, which all, in their entirety, neatly fold into their own signature crossbody bag. The line also includes the perfect moto jacket, the ideal polo shirt, luxurious jogger, active bike short, and her own invention of the ultimate white, light skinny pant and the first ever stylishly utilitarian belt for women in golf.
Whether you wear your Devon Halsey look on morning errands, the golf course, pickleball course, tennis court, and then to lunch, Dara has you covered.
“[When my partner] asks me to go golf, I'm gonna put on my Devon Halsey,” she says. “I'm gonna walk out the door, and I'm gonna play better. And we're gonna have a great day together. Isn't it about all that?”
More information: To preorder from Devon Halsey, visit their Instagram (@devonhalseyofficial).
