HEDARE: Power Dressing with Soul – An Interview with the Brand’s Visionary Founder

In a world oversaturated with fleeting trends and mass production, HEDARE stands tall like a sculptural silhouette—unapologetically bold, elegantly refined, and infused with purpose. Behind this Romanian fashion house is a creative force who has turned personal vision into timeless statement pieces that empower women to own the room.

At first glance, HEDARE's aesthetic is captivating: architectural leather corsets, impeccably cut shirts, sculptural handbags. But at its core, the brand is about presence—the kind of quiet authority that doesn’t shout but commands attention.

To learn more about the soul behind the structure, we sat down with the founder herself for an intimate conversation. What followed was a story of childhood inspiration, cinematic muses, and a deep respect for craftsmanship and sustainability.

A Conversation with the Founder of HEDARE, Daniela Tomuș

1. How did your passion for fashion begin?

My passion for fashion began in childhood. I've always been drawn to beautiful things, and I remember how inspired I was during a visit to some manufacturing factories at my first childhood camp. Watching the process of creating something from nothing fascinated me — it seemed like magic. The idea that raw materials could be transformed into something beautiful sparked something in me. Being a Cancer, as a zodiac sign often associated with creativity and emotion, I've always felt a strong pull toward the artistic world. Over time, this attraction evolved into a deep passion for fashion design, where I could combine creativity, beauty and craftsmanship into something truly meaningful.

2. HEDARE shirts embody elegance and refinement in all their splendor. What role does this piece play in the brand's DNA?

Our brand initially started as a producer of high-end leather goods. However, over time, we realized that we were targeting a very niche market, which limited our reach. To expand while staying true to our identity, we decided to venture into the apparel world —specifically, with a line of premium office shirts. These shirts perfectly reflect our brand DNA: exclusivity, extravagance and luxury. They are not just basic workwear—they're bold, sophisticated pieces designed for our core clientele: business owners, lawyers, magistrates, real fashionistas, powerful women who want to stand out, even in a formal setting. Our office shirts blend elegance with individuality, offering refined yet distinctive options for those who don’t settle for ordinary.

3. You chose a powerful name for your brand. What is the meaning behind it?

The name of my brand is inspired by a movie in which Sharon Stone played the role of Laurel Hedare — a powerful, elegant billionaire who owned a global beauty empire. Her character embodied everything I envisioned for my own brand: strength, sophistication and an uncompromising sense of luxury. She wore stunning imperial gowns with flowing silk trains and impeccably tailored business suits that left a lasting impression. From the moment I saw her on the screen, I knew that if I ever created a company, this name would be the perfect representation of the bold, refined identity I wanted to build.

4. What inspires you when you set out to create a new collection?

Every collection I create starts with a vision of the women I design for — bold, powerful, smart women who know their worth and aren't afraid to stand out. I'm inspired by their confidence, their ambition, and their ability to turn heads without saying a word. I think about how fashion can make a woman feel unstoppable, whether she's walking into a boardroom or a black-tie event. Textures, architecture, old films and strong female icons all fuel my creativity, but it always comes back to one question: How can I make her feel unforgettable? My goal is to create pieces that elevate her presence — luxurious, statement designs that blend elegance with attitude and make her feel truly special every time she wears them.

5. How do you integrate sustainability into your production process?

Sustainability is at the heart of everything we do. From the beginning, we've been committed to creating fashion with purpose and responsibility. We produce consciously, avoiding overstock and minimizing waste by using raw materials as efficiently as possible—almost everything is utilized in the production stage. We also stay away from plastic in our packaging, using eco-friendly cardboard, designed to be as compact and minimal as possible to reduce our environmental footprint. Most importantly, we focus on timeless design and exceptional quality, creating pieces meant to last a lifetime, not just a season. Our collections are made to be loved, worn and treasured for years, because true sustainability starts with creating less and choosing better.

6. What message do you aim to convey through your creations?

Through our creations, we aim to celebrate bold, smart and powerful women—women who aren't afraid to stand out from the crowd and embrace what makes them unique. We believe fashion is more than just clothing; it's a reflection of personality, a silent language that speaks before you say a word. Our pieces are designed for women who value authenticity, confidence and individuality. We create timeless items meant to last a lifetime—because for us, quality will always matter more than quantity. Our message is clear: be fearless, be different, be unforgettable.

Editor’s Note: The Future of Fashion is Fearless

HEDARE is more than a brand; it's a mood, a mindset, a manifesto for the woman who dares to be different. It proves that true luxury isn’t loud — it’s intentional. It’s not about excess, but essence. With founder Daniela Tomuș at the helm, it’s clear this is just the beginning of a bold, refined journey.

💌 Reader gift: Use the code BOSSI-10 at checkout on www.hedare.com for an exclusive 10% discount on your next statement piece.