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

She was the mastermind behind the provocative lingerie chain Honey Birdette, but after selling the brand in 2021, Eloise Monaghan says she is “devastated” at the loss of her life’s work.

Despite raking in $66 million from the $443 million (AUD) sale to PLBY, the company behind Playboy Magazine, the outspoken entrepreneur says the demise of her former brand is akin to a death.

“It was horrible to see,” she told Daily Mail Australia.

“I built the brand around female empowerment. We weren’t about fake boobs and fake butts. That’s all there is now.”

The US company acquired Honey Birdette in 2021, with the former founder, 48, staying on as creative director of the brand she spent more than a decade perfecting. But within eight months, things went wrong.

“I came into an industry that wasn’t ready for womenswear or anything that was ridiculously empowering,” she said.

“It felt like I was wearing a muzzle, so I stopped wearing it.”

After her departure, her life has changed completely. She has quietly divorced her ex-wife Natalie, lives full-time in Los Angeles and is in love with Australian designer and photographer Rebecca Collinson-Smith.

Eloise Monaghan is the brains behind Honey Birdette, the risqué company she founded in Brisbane in 2006 after visiting her first sex toy shop while shopping for a hen party.

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

Since then, the two have joined forces in love and business, expanding Collinson-Smith’s Hunting Hue swim and resort brand into the US market.

“We were friends before we got into a relationship,” says Collinson-Smith, 37.

“I can’t imagine doing this without her. We challenge each other, but we’re good partners because we listen to each other.”

Eloise’s passion for empowering women makes Hunting Hue’s journey more than just a business venture: it aims to redefine the industry.

“I’ve seen many acquisitions, including my own, by male business leaders who didn’t understand the essence of female empowerment brands, so I want to maintain our message at Hunting Hue,” said Monoghan.

“We are proud to be a 100% female-owned business and we want to remain that way. I am excited to be re-entering the retail industry with my life and business partner.”

In June, the duo took the American fashion industry by storm with their latest runway show at Miami Swim Week at Paraiso, heralding a new era in swimwear: a canvas for artistic expression, a testament to love and a dedication to timeless charm.

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

To capture the breathtaking images, Collinson-Smith hired a helicopter, photographing iconic Sydney landmarks including the Harbour Bridge, Bondi Beach and the Opera House from a height of 150 metres.

Looking to the future, the brand is preparing for a major expansion into the US market in 2025, with plans to open physical stores in Los Angeles, New York, Miami and Texas.

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

Couples resort wear brand Hunting Hue was a hit at last month’s Miami Swim Week at Paraiso

“I’ve seen countless acquisitions, including my own, by male business leaders who don’t understand the essence of female empowerment brands, which is why I want to maintain our message at Hunting Hue,” said Eloise Monoghan.

Hunting Hue is proud to be a 100% female owned and operated company

“Americans love everything ‘made in Australia’ so it’s an exciting time for the brand to gain a strong presence in the US market,” said Collinson-Smith.

Their store in The Rocks will become an iconic shopping destination for tourists who love Australia, its culture and attractions such as the Opera House and Bondi Beach.

Outside of the fashion world, the couple hopes to travel the world for a long time before settling down. They have also recently taken steps to expand their family.

“We are currently exploring IVF options and eventually we may live in Greece,” Monaghan said.

“We love the US but our families are in Australia so it’s important for us to come back home. But we can definitely see ourselves travelling and staying inspired,” adds Collinson-Smith.