Miomi
Miomi
“Fashion, with freedom built in”
Miomi is a fashion-first women’s apparel brand integrating built-in bra support into stylish everyday clothing. We eliminate the need for bras, pasties or layering, giving women freedom, comfort and confidence in what they wear.
Generated in the first 30 days post-launch
Across 3 SKUs in the first drop
White & Black Brafree tank sold out
No paid spend
The opportunity
India total addressable market
Worldwide market opportunity
The global women’s apparel market is worth over ₹90 lakh crore+, making it one of the largest consumer categories globally, with sustained growth driven by rising demand for comfort-led, versatile, and functional fashion. In India, women’s western tops and premium innerwear together represent a ₹1,47,000+ crore market, as consumers increasingly shift toward multi-functional clothing that fits real lifestyles. However, apparel and innerwear are still designed as separate layers creating daily friction for women. Miomi is tapping into an inevitable shift toward integrated fashion, where clothing is designed to eliminate the need for innerwear altogether unlocking a new, high-potential category within women’s apparel.
The brief
Women have normalized the discomfort of bras that dig leaving marks, rashes and constant pain, unwanted straps that find a way to show, body tapes that are unnecessarily painful reminding us why we found alternatives to waxing and outfits limited by innerwear constraints. Women across age groups hate wearing a bra and feel instant relief when they remove their bra. Despite this, fashion hasn’t evolved to solve this daily friction. Miomi redesigns clothing with built-in bra support as the foundation, not an afterthought. We combine trend-forward silhouettes with invisible support technology, enabling women to feel confident, comfortable, and bra-free without compromising on style.
The edge
Miomi is not just apparel, it is a redesigned dressing experience. - Built-in bra support engineered into every garment - Eliminates bras, nipple pasties, and tapes entirely - 10x more comfortable than traditional innerwear solutions - Trend-driven designs (not basic or shapewear-like) - Designed for real lifestyles: work, casual, occasion While competitors sell clothing, Miomi sells freedom from layering, discomfort, and compromise.
Why now
- Women are actively rejecting discomfort-driven fashion norms - Rise of multi-functional products (athleisure, shapewear, seamless wear) - Brands like Uniqlo have launched built in bra tank tops and across age groups women think of it as a go to product for comfort wear. - D2C has enabled rapid product iteration based on real feedback - Social media is accelerating adoption of new fashion behaviors Most importantly this problem has existed forever, but no brand has solved it in a fashion-first way. Uniqlo started a trend but Miomi will be the biggest brafree apparel brand redefining how women dress. Miomi enters at the perfect intersection of: - Cultural shift toward comfort - Demand for versatility - Gap in stylish built-in support apparel
The builders
Isha Shriniwas
11+ years of experience in content, production, and consumer storytelling. Former Vice President at OML with strong background in brand building and marketing. Worked with leading brands including Flipkart, Swiggy, Tinder, Canva, and Cadbury. Led and managed large-scale productions with 200+ member teams. Deep understanding of consumer behavior, culture, and content-led growth.
Anisha Shriniwas
8+ years of experience in global supply chain and operations across Asia and Europe. Currently Account Manager for Yves Saint Laurent supply chain operations. Expertise in procurement, distribution, and manufacturing strategy. Built and optimized supply chains with a focus on India manufacturing expansion. Ensures strong backend execution and scalability for Miomi.
Deepti
Led social media management for Sosh TV (300K+ audience). Experience in content creation, videography, and editing for F&B and lifestyle brands. Built and scaled brand social presence from 0 to strong engagement. Drives Miomi’s content, community, and cultural relevance online.