In Conversation With Founder, Nina Briance of Cult Mia

Can you tell us the story of how Cult Mia began? 

When I look back, now that we’re five years in, there are three key lightbulb moments that sparked Cult Mia.

First, when I was working at Moda (US comparable to Net-a-Porter of Matches), it became very clear to me that the model for online luxury fashion that had been so successful in the 2000s and 2010s was starting to lose steam. Simply getting access to luxury brands online was no longer a novelty: growth was stagnating, as shoppers began to desire more than just the aggregation of established brands. Simultaneously, the more I spoke with designers, the more I realized that many brands that were on the cusp of rapid growth were looking for space on a platform that would give them the spotlight with global visibility, rather than getting lost behind a multitude of product pages featuring the known luxury brands first. However, these designers were unable to access the existing platform, for a wide range of reasons, ranging from working capital challenges to meet inventory requirements or unsustainable marketing spends to be featured in high visibility customer touchpoints.

Second, when I worked at the United Nations in the Women & Trade team, I noticed that the designs and products of the artisans that we supported were too frequently replicated or purchased with giving the full spotlight to the original talent. The need to bolster independent fashion designers became glaringly obvious to me. 

Third, whenever anyone ever asked me about what I was wearing, it was never about my high street boots. Instead, it was always about my handmade enamel earrings from Mexico. I used to have to disappoint and say that you needed to travel to Oaxaca to get them.

Now, I can point you to Cult Mia: we connect independent fashion designers to our global luxury shoppers who seek exactly what our platform offers from a values perspective (sustainably sourced, ethically produced), as much as the product we sell (unique designs and a differentiated curation). We’re the only platform that brings you exclusive and independent luxury fashion from around the world, vetted for style, ethics and values.

What is your ethos behind the platform?

Cult Mia is founded on the belief that fashion should embody values-driven individuality and self-expression. We stand for power dressing with staying power. Our ethos centers on curating a carefully selected collection of unique, exquisitely crafted designs that represent what’s next in fashion. We spotlight independent designers from around the world, giving shoppers access to exclusive pieces that can’t be found anywhere else. It’s about celebrating style that truly stands out—created with care, creativity, and a commitment to ethics. As one of our taglines proudly proclaims: “You’re not ordinary, so why should your wardrobe be?”

How has your platform evolved over time? 

Cult Mia has grown far beyond what I initially envisioned. What began as a platform spotlighting niche brands has evolved into a thriving community of nearly 300,000 luxury fashion enthusiasts and an unparalleled lineup of independent designers—many of whom we believe will become the next big names in fashion. In the early days, our team took a hands-on approach, actively scouting emerging talent. Today, over 250 brands apply to join our platform every month, yet only 10% make the cut, thanks to our rigorous selection process that ensures we stay true to our values.

We’ve proudly onboarded over 400 designers from 46 countries, with nearly 40% of the products on our platform being exclusive to Cult Mia. Remarkably, 98% of the brands that have joined us continue to be part of our community - a testament to the vital role we play in providing independent brands with a platform that serves as a springboard to global recognition and access to the discerning luxury shopper.

When did your love for sustainability and fashion begin?

My love for fashion began early - I’ve always been drawn to how clothing can tell a story, express individuality, and connect people. My awareness of sustainability, however, deepened during my time at the United Nations' International Trade Centre. There, I worked closely with artisans from developing countries, witnessing firsthand the transformative power of sustainable practices in fashion. I saw how ethical production methods could not only minimize environmental impact but also uplift communities, create fair opportunities, and preserve local craftsmanship. This experience laid the foundation for my belief that fashion can - and should—be a positive force, combining creativity with responsibility. That perspective became central to the creation of Cult Mia.

How did you develop your four Cult values? 

Each of our four Cult values - Cult Eco, Cult Power, Cult Local, and Cult Conscious - arose from the principles we wanted to embody as a brand.

• Cult Eco reflects our commitment to sustainability, placing environmental responsibility at the core of our business. (74% of our brands uphold this value)

• Cult Power champions diversity, empowering underrepresented voices and giving a platform to talent that drives social change. (76% of our brands uphold this value)

• Cult Local celebrates regional craftsmanship, elevating designers from beyond the traditional fashion capitals. (57% of our brands uphold this value)

• Cult Conscious embodies mindfulness, from ethical sourcing to brands that give back to their communities. (36% of our brands uphold this value)

These values are our North Stars, shaping how we curate collections, choose partners, and engage with our community.

How do you choose the designers you work with? 

Our designer selection process is at the heart of what sets Cult Mia apart. We evaluate brands against two key pillars:

1. Fashion excellence—ensuring every designer meets high standards for quality, design, innovation, and exclusivity.

2. Social and environmental impact—partnering with Positive Luxury and using our Cult Causes framework, we assess each brand’s ethics, sustainability, and overall contribution to a better fashion industry.

This process ensures that our collection stays true to our values and our commitment to showcasing emerging talent. These fashion-forward consumers—80% of whom say fashion is central to their identity—are drawn to our platform because it allows them to support independent designers while aligning with their personal values.

 

What are the top 3 clothing staples you would recommend to anyone building a capsule wardrobe?  

1. A tailored blazer—a must-have for adding sophistication to any outfit, whether paired with tailored trousers or dressed down with a simple t-shirt and jeans.

2. A statement coat—perfect for colder months, it elevates any look and can be styled over casual or formal outfits.

3. A midi skirt—timeless and versatile, it works for both day and evening wear, pairing effortlessly with blouses, sweaters, or even a simple tank.

Who is the most inspirational person you have spotted wearing your clothing or accessories? 

One of the most inspirational individuals we’ve had the honor of seeing wear Cult Mia pieces is Katie Piper. Katie is a true beacon of resilience and positivity. After surviving a life-changing acid attack in 2008, she has transformed her experience into a powerful platform for advocacy and inspiration. Seeing Katie, a woman who embodies courage, empowerment, and grace, wearing our designs is an incredible testament to what Cult Mia stands for—celebrating individuality, authenticity, and strength through fashion.

 

Have you any exciting launches planned in the coming months? 

We’re constantly introducing new brands to the platform every week, and we’re always moving quickly to stay ahead of the trends. Alongside these new launches, we also do exciting brand refreshes to keep our offering dynamic and engaging. On top of that, we regularly collaborate on exclusive capsule collections with our partners, offering limited-edition pieces you won’t find anywhere else.

Historically, we’ve focused more on occasion wear, but we’re gearing up for an exciting everyday wear launch this spring to speak to more of your wardrobe needs. So, stay tuned—there’s always something new and special coming your way!

Where do you see yourself in five years’ time?

My ambition is to be leading Cult Mia as the largest marketplace for independent luxury fashion and the global authority on discovering and championing the next wave of standout designers. I envision Cult Mia as the ultimate destination for shoppers seeking unique, values-driven fashion, while continuing to support and elevate emerging talent worldwide.

Do you have a special scent memory? 

Fragrance has an incredible power to transport us, and for me, the smell of handmade fresh tortillas or the rich aroma of mole instantly takes me back to my Mexican roots. These scents evoke memories of my multicultural upbringing, filled with vibrant traditions, flavors, and colors. This cultural richness has been an influence on my vision for Cult Mia!