Honey Birdette was meant to be about confidence and looking sexy. But now the lingerie brand’s distraught ex-owner has slammed its ‘devastating’ new lows under new management

She was the mastermind founder behind provocative lingerie chain Honey Birdette, but after selling the brand in 2021, Eloise Monaghan says she is ‘devastated’ her life’s work has been destroyed.

Despite pocketing $66million off the $443million (AUD) sale to PLBY, the pleasure and leisure company behind Playboy magazine, the outspoken entrepreneur says her former brand’s downfall has been like a death.

‘It has been devastating to watch,’ she told Daily Mail Australia.

‘I built the brand off female empowerment – we weren’t about fake boobs and fake arses – that’s all it is now.’

The US-based company bought Honey Birdette in 2021, with the former founder, 48, to stay on as creative director for the brand she spent more than a decade perfecting. However, within eight months things fell apart.

‘I walked into an industry that wasn’t ready for female apparel or anything ridiculously empowering,’ she said.

‘It felt like I was wearing a muzzle – so I just quit.’

Following her exit, her life has done a complete 180. She’s quietly divorced from her ex-wife Natalie, living full-time in Los Angeles and in love with Australian designer and photographer Rebecca Collinson-Smith.

Honey Birdette is no longer about female empowerment says founder Eloise Monoghan

The pair have since joined forces in love and business expanding Collinson-Smith’s swim and resort brand Hunting Hue to the US market.

‘We were friends before we got together,’ Collinson-Smith, 37 says. 

‘Now, I can’t imagine doing this without her, we challenge each other but we make good partners because we listen to one another.’

Driven by a passion to empower women, Eloise’s journey with Hunting Hue represents more than a business venture but to redefine the industry.

‘Having witnessed numerous acquisitions, including my own, by male corporate figures who misunderstand the essence of female empowerment brands, I’m driven to preserve our message at Hunting Hue,’ Monoghan said.

‘We proudly operate as a fully female-owned and operated business and intend to remain so, I’m thrilled to re-enter the retail space, partnering with my life and business companion.’

In June the pair captivated the American fashion industry with their latest runway show at Paraiso’s Miami Swim Week, marking the beginning of a new era in swimwear: a canvas for artistic expression, a testament to love, and a commitment to timeless allure.

The swimwear collection featured stunning aerial images of Sydney’s famous beaches.

To capture the breathtaking images, Collinson-Smith rented a helicopter, photographing iconic Sydney landmarks such as the Harbour Bridge, Bondi Beach, and the Opera House from 500 feet above. 

Looking ahead, the brand are gearing up for a major expansion into the US market in 2025, with plans to establish brick-and-mortar presence in Los Angeles, New York, Miami, and Texas.

Rebecca Collinson-Smith (pictured left) and her partner in business and love Eloise Monoghan (right)

The couples resort-wear brand Hunting Hue was a sucess at last months t Paraiso’s Miami Swim Week

‘Having witnessed numerous acquisitions, including my own, by male corporate figures who misunderstand the essence of female empowerment brands, I’m driven to preserve our message at Hunting Hue,’ Eloise Monoghan said

Hunting Hue proudly operates as a fully female-owned and operated business

‘American’s love anything ‘made in Australia’ so its really exciting time for the brand to have a strong presence in the US market.’ Collinson-Smith said. 

Whilst their store in The Rocks will stand as iconic shopping destinations cherished by tourists who adore Australia, its culture, and landmarks like the Opera House and Bondi Beach.

Away from fashion the pair say they hope to continue traveling the world before they settle down and have recently taken steps towards growing their family. 

‘We’re currently looking into IVF and ultimately can see us living in Greece,’ Monaghan said.

‘We love the US but our families are in Australia so its important for us to come home but we certainly see ourselves travelling and continue being inspired,’ Collinson-Smith added.