Deanna DePetro on the Rise of Mossman and the Future of FashionThe inspiration behind Mossman was born from a deep passion for empowering women through fashion. “Growing up, I watched my mother sew clothes, and it instilled in me a love for design and the transformative power of style,” Deanna recalls. When she and her business partner took over Mossman 11 years ago, they saw the potential to elevate the brand beyond just clothing—it was about creating a platform for women to express confidence, boldness, and individuality. “We poured ourselves into understanding the market, elevating the brand’s identity, and staying ahead of fashion trends,” she shares. Through vision, dedication, and hard work, Mossman has become a thriving brand that resonates with women who want to feel confident and glamorous every time they step into one of their designs.
Deanna’s personal style is at the heart of Mossman’s collections, known for their bold and sophisticated designs. “I’ve always gravitated towards bold, yet timeless pieces—something that makes a statement without being too much,” she explains. Her time living in New York shaped her fashion sense, giving her an appreciation for edgy sophistication with a refined twist. It’s this balance that she brings to Mossman, offering pieces that embody confidence, structure, and a touch of risk-taking. Whether through sharp tailoring, vibrant colour palettes, or unexpected details, Mossman’s pieces reflect her belief that fashion should make women feel bold and effortlessly elegant.
Staying ahead of trends is crucial in fashion, but Deanna believes in balancing trend awareness with a strong brand identity. “We approach trend forecasting by closely watching global fashion movements, analysing street style, and staying attuned to cultural shifts,” she says. But she’s selective about which trends to incorporate. “It’s important to understand what’s coming next, but I always filter trends through the lens of our customer—what will make her feel bold, empowered, and confident.” This thoughtful balance between being on-trend and staying true to Mossman’s sophisticated aesthetic shapes each collection.
The first piece Deanna ever designed for Mossman still holds a special place in her heart—a tailored, structured blazer. “It was bold, modern, and structured—everything I wanted Mossman to represent,” she reflects. That blazer became a symbol of Mossman’s ethos, where strong, empowering silhouettes meet high fashion, all at an affordable price point. “For me, it represents the beginning of an incredible journey as a designer,” she shares. That piece set the tone for the brand’s direction and remains a key part of its identity today.
Celebrating Mossman’s 10-year anniversary was one of Deanna’s most rewarding moments. “Seeing Mossman worn by celebrities, influencers, and everyday women who embody the confidence and boldness we’ve worked so hard to infuse into each piece was incredibly fulfilling,” she says. It reaffirmed her vision for the brand: pushing boundaries while staying true to the core values of uplifting women and creating collections that feel both fresh and timeless. “We’re building more than just clothes—we’re building a brand that resonates deeply with women who want to stand out.”
When it comes to her favourite Mossman pieces, Deanna finds it hard to choose just three, but The Signature Blazer, Brooklyn top, and Vice Versa dress stand out. “The Signature Blazer was one of the first pieces I designed and remains a Mossman signature—it’s bold, structured, and effortlessly chic,” she shares. The Brooklyn top, with its simple silhouette and thumb hole detail, has become a staple. “The fabrication is incredible—so soft and feels like butter on the skin,” she adds. The Vice Versa dress is a standout for its minimalist yet bold design, merging structure and edge, which is at the heart of Mossman’s design ethos. “Each of these pieces reflects our commitment to making women feel confident, powerful, and stylish in any setting.”
Creating statement-making pieces that are also timeless is an art, and Deanna has mastered that balance. “We start by looking at current fashion movements and interpreting them through our own lens—bold, sophisticated, and empowering,” she explains. But beyond trends, she always asks herself, “Will this still resonate with our customer in a few seasons? Will she still feel confident wearing it in the years to come?” Clean lines, sharp tailoring, and a modern edge define Mossman’s collections, creating pieces that feel fresh and relevant but enduring enough to become wardrobe staples.
Looking ahead, there’s plenty to be excited about for Mossman. “We’re expanding our global presence in the Middle East and the USA, where we see a growing demand for bold, statement fashion with our incredible quality and competitive price points,” Deanna reveals. They’re also exploring new categories, including accessories, to offer a more complete head-to-toe Mossman experience. “And of course, we’re always pushing the boundaries of design, with upcoming collections that will continue to deliver the elevated, empowering pieces our customers love, but with fresh, unexpected twists,” she teases. Stay tuned—there’s so much more to come from Mossman.
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