The Gina Rinehart effect: billionaire gives Driza-Bone a ‘softer’ look
By Melissa Singer and Courtney Kruk
As Australia’s richest woman, Gina Rinehart can just about do – or be – anything she likes. And on Tuesday in Brisbane, the billionaire made her runway debut as a fashion designer, of sorts.
According to the magnate herself, Rinehart “had a personal involvement” in designing the new collections for Driza-Bone and Rossi, the iconic Australian brands she bought through her S Kidman & Co company in late 2023.
Under Rinehart’s watch, the oil-skin coats – made famous by The Man From Snowy River, and awkwardly posing world leaders at economic forums – were given a lighter, softer makeover for the brand’s relaunch at the Brisbane Fashion Festival.
Sadly, the tycoon was not present for her star turn, but in a statement, Rinehart says she wants the brands to evolve into “a staple not only for those on the land but also introducing lighter-weight material for travel wear, and new colourful and comfortable boot ranges for special events and evening wear”.
Australian audiences already got a sneak peek of the boots during the Olympics – Rinehart’s other cause célèbre – when medallists including Ariane Titmus and Emma McKeon sported gold Rossis to a victory party on a boat on the Seine. Rinehart, 70, has been a major financial supporter of Australian swimmers for more than a decade.
Some of Australia’s Olympic swimming team wearing gold Rossi boots at a party hosted by Gina Rinehart in Paris this month.Credit: Fairfax
On Tuesday, that support translated into several Paris medallists, including Shayna Jack (wearing a gold swimsuit under her coat, no less), Elijah Winnington and Jack Cartwright, modelling in the show, held in King George Square. Of course, Brisbane will host the games in 2032.
As the sporting heroes turned models gingerly strutted down the runway wearing coats in shades of sandy orange, buttercup and more traditional khaki to the theme song from The Man From Snowy River, they were met with rapturous cheers from family members in the front row.
The coats also included linings that paid tribute to Australian pioneers, and two prints from Cairns-based Kaantju and Quandamooka designer Brianna Enoch, who’d already worked on a commission – a painted pair of sneakers – for Rinehart previously.
The fashion festival’s styling director, Kimberly Gardner, said it was wonderful to see Driza-Bone evolve into something more modern, “into softer lightweight fabrics and detailing”.
Gina Rinehart, left, pictured with swimming legend Dawn Fraser at the Olympics, was not at the fashion show.Credit: AAP
The heritage-brand-turned-fashion-force paradigm has proven successful for Tattarang, owned by Andrew “Twiggy” Forrest and Nicola Forrest, which last year added hat-maker Akubra to R.M. Williams in its fashion portfolio.
In a similar vein, Rinehart, who has credited a love of fashion to her mother, who made them both clothes, hopes to get more Driza-Bones onto backs in urban areas. “Traditionally, Driza-Bone has been favoured by those in agriculture and rural areas,” she says. “We are aiming to enlarge its appeal to include those in the cities, outdoor enthusiasts, and anyone who values durability and style.”
Power dressing … (from left) Russian President Vladimir Putin, then Thai prime minister Surayud Chulanont, center, and US President George W. Bush, in Driza-Bone coats at the APEC Summit in Sydney in 2007.Credit: AP
Since buying Driza-Bone, which dates back to 1898, Rinehart has proven she plans to be a hands-on boss, having already starred in an advertisement for the 124-year-old company.
Brisbane Fashion Festival runs until August 30.
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