Latest news with #NakedWardrobe
Forbes
29-06-2025
- Entertainment
- Forbes
Kaviani Sisters Built Naked Wardrobe Into Global Celeb Fashion Empire
Kaviani Sisters Built Naked Wardrobe Into A Global Celebrity Empire In a world where the fashion industry remains heavily male-dominated, three Iranian-American sisters have carved out their own fashion empire from their parents' living room and called it Naked Wardrobe. Shirin, Shida, and Shideh Kaviani didn't just build a brand, but a movement that celebrates female empowerment, body confidence, and the unbreakable bond of sisterhood. Today, Naked Wardrobe graces the bodies of A-list celebrities like the Kardashians, Jennifer Lopez, and Carmen Electra, but the path to this glittering success was paved with failure, resilience, and an unwavering belief in their vision. The First Fall And Rise Of Naked Wardrobe Fifteen years ago, long before e-commerce became the norm, the Kaviani sisters had an idea before Naked Wardrobe took off. "Our first stab at fashion was 15 years ago, but we failed. We couldn't get our website off the ground and we had an excess of inventory as a result," recalls Shideh, the youngest sister who studied at the Fashion Institute of Design & Merchandising (FIDM) and now serves as President. But failure didn't defeat them. Instead of giving up, they transformed their setback into an intimate shopping experience. They hung their inventory on racks in their parents' living room, baked fresh cookies, and invited their entire community in California to shop. It was guerrilla retail at its finest, born from necessity and sisterly determination. "We all took a step back because we were so disappointed and thought about venturing into our own lanes and respective careers," Shideh explains. But sometimes the universe has other plans. When one sister was laid off, it became the catalyst they needed to reunite their dreams. The $7,500 Gamble That Changed Naked Wardrobe Armed with just $7,500 and the hard-earned wisdom from their previous failure, the sisters decided to try again. This time, they were different: more organized, more focused, and crystal clear about their vision. "We learned from our first failures and we knew what we wanted," Shideh notes. The brand name itself tells a story of identity and intention. Initially considering "Kaviani LA" to honor their heritage, they ultimately chose something more profound. "We landed with Naked Wardrobe, because we want people to be comfortable in their own skin and we want our clothes to reflect that and to be the best version of yourself. The word naked seems so raw uncensored and minimalist," Shideh explains. As female entrepreneurs in fashion, the sisters were acutely aware of the gender imbalance in their industry. "The fashion industry was highly dominated by men. Over the years, we continued to utilize our platform and use our voices to shed light on this and encourage more women to chase their boldest dreams," Shirin reflects. How Naked Wardrobe Prioritizes Real Women What sets Naked Wardrobe apart isn't just their business acumen, but also their deep understanding of women's bodies and needs. Despite being sisters, Shirin, Shida, and Shideh each have different body shapes and types, which became their greatest asset in design. "It all became so natural and celebrating our bodies and the simplicity of the garment and making you feel this level of confidence that you didn't even know you had," says Shida. They revolutionized categories like bodysuits and jumpsuits, taking pieces from athletic wear and transforming them into ready-to-wear essentials. Their parents' emphasis on quality over quantity became their guiding principle, leading them to develop their own textiles and build a dedicated team. The signature bodysuit is a must-have in every woman's wardrobe. "For us it was as simple as us going the extra mile. As women what we wear dictates our move. For us it's how do we help our clients go down that journey. We want to be a lifestyle brand and be there for every moment," Shida adds. Naked Wardrobe Is Equipped To Change With Trends Since launching in 2012, the sisters have been trendsetters rather than followers. "We are in a monochromatic phase right now," notes Shirin, the eldest sister. "Colors like red rose tops and rose skirts are great for layering and bring the customer back to core pieces which they can build into a capsule wardrobe." Their intuition for trends has paid off—they're tracking 50% growth for the year, a testament to their ability to evolve with their customers' needs. While they initially operated in the fast fashion space, the sisters recognized the environmental and social costs of overproduction. "As a direct to consumer brand, we really value the quality and fit of our products. For us, getting an order is not enough but more important how to retain that client," Shideh emphasizes. The brand has expanded its offerings to outwear like this faux mink pelted jacket. Naked Wardrobe Proves Sisterhood Is An Asset Working with family could be a recipe for disaster, but the Kaviani sisters have turned it into their superpower. Each sister brings unique expertise: one handles product development and marketing, another manages human resources and brand sales, while the third oversees operations, tech, and design. Even their mother joined the team, officially becoming CFO four years ago. "We are a family business where each of us wears different hats and different expertises," they explain. Their parents instilled a foundation of equality that eliminated sibling rivalry and created a healthy professional dynamic. " Disagreements are normal, but because we have different skillsets, we lean on each other and the beauty of being family is having overlapping, yet different knowledge to elevate our brand," concludes Shida. On Global Expansion And Naked Wardrobe's Future Success hasn't made them complacent. Naked Wardrobe is strategically expanding its global footprint throughout Europe and the Middle East, with plans to launch in Flannels department stores across the United Kingdom in Q2 and expand throughout Canada. 'We have been deliberate in how we would like to scale Naked Wardrobe internationally. Expanding into international markets will allow our overseas clients to experience, feel, and try on our garments firsthand. This move will not only diversify our revenue model but also introduce Naked Wardrobe to a broader global audience, strengthening our brand presence worldwide,' they add. With customer service being their ultimate objective, the sisters strive to employ a hands-on approach to their business which celebrates femininity, confidence, and empowering women to feel confident in their own skin. Made for the modern woman who loves contemporary fashion that makes her feel confident, Naked ... More Wardrobe also includes a wide range of sizes.
Fashion Network
18-06-2025
- Business
- Fashion Network
Naked Wardrobe enters UK via wholesale partnership with Flannels
UK luxury fashion retailer Flannels continues to attract a queue of brands desiring collaborations and the latest includes a wholesale partnership with womenswear brand Naked Wardrobe. Beginning Friday (20 June) the US-based fashion brand will introduce its 'cult-favorite solution-forward basics' and its Original Sculpted Streetwear, available nationwide and on the Flannels website. This partnership 'marks a significant milestone in Naked Wardrobe's international expansion… by entering the UK retail landscape, the brand continues its mission to redefine modern womenswear with high-quality, thoughtfully designed wardrobe essentials on a global scale'. The debut collection is designed to 'streamline and elevate the everyday wardrobe with versatile, foundational styles'. It features the brand's best-selling bodysuits, dresses, jumpsuits, blazers, pants, and skirts in its signature neutral tones, including cream and chocolate. Sizes range XS to XL, with prices from £30-£185. Shideh, Shirin and Shida Kaviani, founders of Naked Wardrobe, said: 'We share [Flannels'] commitment to delivering high-quality, thoughtfully designed ready-to-wear that resonates with today's consumer. This expansion is a meaningful step for us, and we're looking forward to building a strong, lasting connection with shoppers across the United Kingdom.' Earlier this year, Mars the Label made a "decisive step in its evolution, forming its first-ever retail partnership' with Flannels, while Savile Row 's luxury heritage brand Gieves & Hawkes (now owned by Flannels owner Frasers Group), opened a store-in-store within Flannels' flagship in Leeds.
Fashion United
18-06-2025
- Business
- Fashion United
Naked Wardrobe is expanding to the UK with wholesale partner Flannels
Los Angeles-based fashion label Naked Wardrobe, founded in 2012 by three sisters Shirin, Shida, and Shideh Kaviani, to fill a gap in the solution-based basics market, is expanding to the UK through a wholesale partnership with luxury retailer Flannels. The move is described as a 'significant milestone' in the brand's international expansion strategy and will see Naked Wardrobe's cult-favourite solution-forward basics and Original Sculpted Streetwear available to consumers across the UK, in Flannel stores and online from June 20. Naked Wardrobe collection at Flannels Credits: Naked Wardrobe Flannels, which has more than 80 stores in the UK and Ireland, will launch with a curated selection of elevated basics and modern suiting designed to streamline and elevate the everyday wardrobe with versatile, foundational styles. Styles will include Naked Wardrobe's bestselling bodysuits, dresses, jumpsuits, blazers, trousers, and skirts in its signature neutral tones, featuring the brand's exclusive fabrications and sculpted silhouettes. The Naked Wardrobe styles will be available in sizes XS to XL, with prices ranging from 30 to 185 pounds. Naked Wardrobe collection at Flannels Credits: Naked Wardrobe Naked Wardrobe launching bestselling basics and ready-to-wear styles in the UK with Flannels Commenting on the expansion, Shideh, Shirin and Shida Kaviani, founders of Naked Wardrobe, said in a statement: 'Flannels has established itself as a leading destination for emerging fashion discovery and modern luxury. We share their commitment to delivering high-quality, thoughtfully designed ready-to-wear that resonates with today's consumer. 'Through this partnership, we are elated to introduce Naked Wardrobe to the UK market in a way that feels true to our brand. This expansion is a meaningful step for us, and we're looking forward to building a strong, lasting connection with shoppers across the United Kingdom.' Naked Wardrobe collection at Flannels Credits: Naked Wardrobe Naked Wardrobe launched in 2012 and became known for its sleek, form-fitting, and stretchy bodysuits, leggings and dresses, as seen on celebrities such as Ariana Grande, Selena Gomez, Sophie Turner, Lori Harvey, Kylie Jenner, Jennifer Lopez, and Kim, Kourtney and Khloé Kardashian. In 2024, the LA-based brand relaunched with a new visual brand identity and product strategy, pivoting towards more elevated styles, shifting away from a fast-fashion approach of releasing weekly new arrivals to creating 'true collections'. This new elevated, evolved aesthetic focuses around its 'Sculpted Streetwear' collections, utilising innovative fabrics and advanced technologies for high-impact sculpting and maximum compression without sacrificing comfort. Naked Wardrobe collection at Flannels Credits: Naked Wardrobe Naked Wardrobe collection at Flannels Credits: Naked Wardrobe
