- Naked Wardrobe is an internet clothes model based by sisters Shida, Shirin, and Shideh Kaviani.
- The model has a cult-like fandom on Instagram of greater than one million followers. It’s beloved by celebrities and influencers like Jennifer Lopez, Kylie Jenner, the Kardashians, and Christina Milian.
- Shideh Kaviani instructed Business Insider how the model cultivates relationships with A-listers and why some celebs find yourself changing into longterm clients.
- Visit Business Insider’s homepage for extra tales.
When Shideh Kaviani was a preteen she met her idol Jennifer Lopez at a live performance, and sobbed from her pleasure after. Never in her wildest goals did she think about seeing the singer, actor, and icon sporting her designs.
“Even though she’s been our client now for three or four years, every single time she wears Naked Wardrobe it feels like the first time for me,” Kaviani, cofounder and president, instructed Business Insider.
Kaviani and her two older sisters, Shirin and Shida, began their Los Angeles clothes model in 2012 from their mother and father’ basement. The firm’s Los Angeles design studio has about 40 workers and freelancers, a lot of whom are working remotely through the coronavirus pandemic.
The firm says it made greater than $1 million in income in its first 12 months and has since grown 40% year-over-year on common. Today, the model has greater than 1.6 million Instagram followers and is beloved by celebrities and influencers.
Many of Naked’s A-list clientele are repeat wearers.
Kylie Jenner’s Instagram is full of Naked Wardrobe outfits like a $58 zip-up romper and $26 crop top she wore with designer jeans. The Kardashian sisters have worn several pieces, such as a $30 bikini top and $58 jumpsuit. Both Ciara and Christina Milian wore Naked Wardrobe’s maternity pieces to show off their baby bumps, like a $42 pair of bike shorts.
The brand is known for its affordable “bomb basics”: Think classics like black leggings and a white tank top that layer underneath a blazer or work on their own as a curve-hugging statement. Us Weekly Magazine called the clothes “staples you can take anywhere.”
Kaviani studied fashion design at the Fashion Institute of Design and Merchandising in Los Angeles. She walked Business Insider through how the brand attained its star-studded clientele.
The brand never pays celebs to wear its clothing
Celebrity relationships have been crucial to Naked’s branding since the start.
The founders began by researching celebrity stylists, direct messaging celebrities, and sending out packages of their clothes.
Many of the brand’s relationships started with mutual connections, as was the case with getting Jennifer Lopez on board. Influencer Nicole Isaacs modeled for Naked Wardrobe and had connections in the fashion world from working on the E! show “Fashion Police.” As Kaviani recalls, Isaacs told Naked that she’d find a way to get their clothes to Lopez.
“It really was that organic, you know someone who knows someone,” Kaviani said. “You take a leap of faith and you send a package to them and you really have to believe in your product.”
The brand makes a point to never pay celebrities to wear their clothing. Instead, they hope the products will speak for themselves. And they seem to accomplish that. Lopez, Jenner, and the Kardashians wear Naked Wardrobe on occasions ranging from morning coffee runs to red carpet events.
“These celebrities have access to all the lines in the world, all the designers in the world, all the clothes in the world, and they choose to wear Naked Wardrobe on a daily basis for the comfort,” Kaviani said.
Products that feel like luxury pieces at attainable prices
Kaviani takes every design personally, trying them on herself before approving for production. “I’m such a stickler for the fit — my body’s very curvy myself,” she says. “It always starts with that. And then once I fall in love with a fabric, I want to always create a full line out of it.”
“That’s what’s really allowed us to achieve this success,” she added.
Kaviani’s mother preferred to buy higher-end, long-lasting clothing and instilled that value in her daughters. Their brand focuses on quality to make customers feel like the clothing is more expensive than it costs.
It all starts with a fabric that moves with the body, typically a viscose and spandex blend, which is important when you’re making skin-tight bodysuits and dresses.
And if a new material or method is going to raise prices, Kaviani would rather take the hit. “I’m the boss that gets yelled at by my team because they’re like, that’s going to be more expensive,” she said. “I will eat the cost … they’re not used to that mindset in this industry.”
Celebrities become regular customers
Naked Wardrobe doesn’t just want a one-outfit press storm. They’d rather maintain a long-term relationship with the stars they dress, which requires consistency. Kaviani said the brand reaches out to stylists and industry connections regularly to check in and send their latest collections.
“We’ve been doing this for eight or nine years now, and we’re still building our Rolodex and our clientele. It’s constant reaching out,” she said.
Kaviani said many of the celebrities they’ve sent clothing to end up becoming regular, paying customers. “We sent our first package to J.Lo,” she said, “and then she kept coming back from more.”