In an era where fast fashion dominates the retail landscape, Nina Briance, the visionary founder of Cult Mia, is making waves by championing independent designers and redefining the fashion narrative. With a mission to empower creativity and individuality, Cult Mia serves as a platform where unique voices can thrive, offering a curated selection of standout pieces that tell a story. Nina’s journey from a fashion enthusiast to a leader in the industry is inspiring, as she navigates the challenges of promoting sustainable practices while celebrating the artistry of independent creators. In this exclusive interview with Mumble Forum, we delve into Nina’s vision for Cult Mia, her thoughts on the future of fashion, and her unwavering commitment to fostering a community where designers can flourish.
1. Nina, thank you for joining us today. Can you share what inspired you to create Cult Mia and how it all began?
Cult Mia was born out of my lifelong passion for fashion, but the inspiration to launch the platform truly took shape while I was working at the U.N. and Moda Operandi. I observed emerging trends in fashion that were driven by a desire for uniqueness, social consciousness, and sustainability—values I wanted to center in a business. At Moda, I noticed that the luxury fashion ecosystem had become saturated, with the same designers sold across all platforms. People were looking for something fresh, mixing established brands with up-and-coming designers who weren’t as visible. That insight, combined with my background in finance and fashion, led me to create Cult Mia—a platform to bring hidden talents and independent designers to the forefront while offering fashion lovers unique, standout pieces that can’t be found elsewhere. We officially launched in 2019 after winning London Business School’s Accelerator Program, and since then, we've been on the path to becoming the go-to destination for independent luxury fashion worldwide.
2. Your tagline, “Redefining Fashion By Empowering Independent Designers,” really resonates. Can you elaborate on what this means for you and your brand?
For us at Cult Mia, empowering independent designers means more than just giving them a platform to showcase their collections. It’s about curating talent that truly stands out while ensuring that they align with our values of ethical production, sustainability, and social impact. On many of the incumbent luxury platforms, independent designers often get lost behind the known superbrands, with little opportunity to shine. These designers need someone to bring their stories to the forefront, and that’s where we come in. We carefully vet every designer—out of 275 applications we receive each month, only 10% are accepted. This rigorous selection process guarantees that the designers we feature meet high standards for quality and responsibility. We don’t just offer a place to sell their designs; we provide guidance and support to help these designers grow, improve their practices, and gain visibility. By doing this, we are redefining fashion that is values-driven and champions craftsmanship, style, and individuality, while telling the stories behind the designers who are shaping the future of fashion.
3. The fashion industry faces many challenges, especially regarding sustainability and ethical practices. How does Cult Mia address these issues?
At Cult Mia, sustainability and ethical practices are non-negotiable. Every designer we feature goes through a rigorous vetting process (that earned Cult Mia Positive Luxury's Butterfly Mark), which looks at their use of sustainable materials, ethical production practices, and broader social and environmental impact. We score brands based on their performance in these areas and provide them with feedback and support to continuously improve. What sets us apart is that we don’t just monitor these ESG metrics—we actively reward brands when they improve their scores with us, a practice that, to our knowledge, no other platform is doing. This continuous engagement ensures that our designers are not only aligned with our values from the start but are also incentivized to grow and evolve in their sustainability and ethical efforts.
4. What do you envision for the future of Cult Mia and the independent fashion community? Any exciting partnerships you wish to share?
I envision Cult Mia continuing to lead the way as a global destination for independent luxury fashion. Our goal is to keep expanding our curated network of designers from around the world, ensuring that their unique, high-quality collections are accessible to a discerning audience. In terms of partnerships, we’re excited about ongoing collaborations with regional fashion authorities, sustainability-driven organizations and the exclusive designer capsules we’ll be launching monthly. These collections will feature incredible emerging designers like Montsand, Monika Dimova, Silvia Gnecchi, and Nur Karaata, who we believe can be some of the next big names in fashion.
5. Lastly, what advice would you give to aspiring designers looking to make their mark in the fashion industry?
My advice to aspiring designers is to stay authentic to your vision and values. The fashion industry is incredibly competitive, but those who stand out are the ones who create from a place of originality and intention. Prioritize sustainability and ethical practices from the start—it is always more painful to make these changes at a larger scale. It’s also essential to have a business mindset; many talented designers struggle because they don’t fully grasp the commercial side of things. Seek platforms, like Cult Mia, that not only help you showcase your work but also provide support and guidance in navigating the business aspects of fashion. Lastly, be open to feedback and continuous learning. The fashion industry is always evolving, and being adaptable while staying true to yourself is key to long-term success.
As a little treat to our Mumble readers, you can now access 15% off with CULT MIA with code: MUMBLE15 valid through the end of the year.
