Mirchi by Kim
Mirchi by Kim makes an audacious first impression with bold beaded statement pieces that span both clothing and accessories. Beneath the surface, however, lies a deep foundation of traditional techniques, brought to life by skilled artisans who often spend hours, sometimes days, perfecting every detail.
Founded in 2024 by model and entrepreneur Kimaya Singh, Mirchi by Kim is a contemporary made-to-order fashion label known for its Y2K-inspired designs that channel an edgy spirit. With pieces that straddle quiet rebellion and unapologetic femininity, the label offers a curated mix of dresses, tops, skirts, and bags. Each design reflects the many moods and personalities of the modern woman, but what truly stands out is how this unapologetic nature is expressed through eclectic motifs. Take their signature ‘Mirch Tank Top,’ boldly embroidered with red chilli motifs at the centre, or the intricately beaded ‘Blue Lays Bag,’ a playful nod to the iconic chips packet—both have become instant head-turners. This characteristic is matched by a fearless use of color—think aqua blues, crimson reds, and lime greens, often seen in striking iridescent finishes.
Two pillars define Mirchi by Kim’s brand ethos: the art of Adda embroidery and a commitment to sustainability. Adda embroidery—a time-honoured technique once reserved for Indian royalty—relies on a wooden frame to support intricate handwork involving fine threads, metallic accents, sequins, and beads. Mirchi by Kim reimagines this legacy technique through a contemporary lens, integrating it into bold, made-to-order designs that resonate with a global audience. The founder’s life between India and New York plays a defining influence, bringing forth a design language that celebrates the overlooked elements of Indian culture within a modern, cosmopolitan context. The brand operates on a made-to-order model to cut waste and make sure each piece is carefully crafted, while also focusing on custom pieces so that customers are allowed to make a garment feel unique to them.
This fearless spirit in the DNA of the brand carries over to their digital presence as well—models strike unapologetic poses that highlight confidence, personality, and edge. It shows that the significance of tradition doesn’t have to be preached; it can be subtly championed, easing the modern consumer into the richness of Indian textile heritage while still making a bold, memorable impact. It’s this balance that makes Mirchi by Kim feel both relatable and aspirational.
