A look back at Miista’s 2011.
JANUARY//Female Warriors We released our SS11 lookbook shot by the incredibly talented Icelandic photographer Saga Sig. Simultaneously, our website — a thing of beauty created by the brilliant Queen Michelle of the fashion blog Kingdom of Style — was starting to pick up pace.
FEBRUARY//Say Hello to Miista! Miista hit the UK, US, Japan and France in stores like Urban Outfitters UK & US, Poste Mistress, Free People, Solestruck, Pixie Market, Kitson Japan and United Arrows. With help from a Japanese distributor and agents in both the UK and France we were able to gain entree to these different markets, while Laura conquered the US solo but with guidance and support of Magda of Pixie Market. At the same time, our AW11 collection, an extension of the Female Warriors theme of SS11, was shown in Vegas at FN Platform.
MARCH//Breakout Superstars With the launch of our online shop, it became clear that our huarache inspired styles were the belle of the Spring/Summer ball. Naia, Lasca and Dax gained significant attention and serious sales.
APRIL//Cowboys & Indians Laura began design on SS12 drawing dual inspiration from Western themes in Live Free, Ride Hard and Inca/Aztec tribes in Woman of the Sun. The collection continued to explore themes of Female Warriors but with a distinctly lighter and more playful feel.
MAY&JUNE//Designing Woman Design dominated these months and had Laura living in the Miista studio with our SS12 collection. Miista HQ became much more organized in May with the hire of our Spanish sweetheart Patricia who took the reins of online sales and stock control. No one knows how to spot ways to save money like this lady, and her alluring accent has convinced many a courier to get our packages delivered at warp speed — if you ever receive an early delivery, thank Patricia.
JULY//Prep Still relatively new to the tradeshow scene, as we only attended the Vegas FN Platform in February with AW11, we had major prep work to do with the shows fast approaching!
AUGUST//Best in Show We returned to Vegas to once again show at FN Platform and then prepared to head off to Milan for the Micam show. So much fun to see all our old friends and clients, especially the ones who only exist in our inbox for most of the year!
SEPTEMBER//AW11 Arrives The collection began to hit stores and we released our AW11 lookbook once again shot by Saga Sig — this time in a volcanic scape in Iceland. We were ecstatic to be picked up by TopShop and some styles nearly sold out in only 2 weeks. Additionally we entered Nordstrom, Anthropologie, Karmaloop, Nasty Gal, Tani and I Don’t Like Mondays in the US and gained representation in both Belgium and Iceland. Also at this time, Tess joined the team and began assisting with sales and logistics while bringing Aussie slang to Miista HQ!
OCTOBER//Can’t Hold Her Down Camila in Black/Pop Navy did not last long in most shops, safe to say she was the superstar of AW11! Also, with the help of Una, Laura’s right hand (wo)man since day one, we finalized the relationship with our main investor and business partner Raj.
NOVEMBER//Let’s Get Social With two successful collections under our belt it was time to make sure everyone knew the Miista name! We took to social media like a fish to water with the help of the RAAK team and Chloe, a new hire from Manhattan hand trained by the online marketing geniuses at Solestruck. Be sure to check out our Twitter, Facebook and Tumblr for all of Miista’s Measured Madness. Don’t tell the others, but Tumblr is definitely the online favorite child shh…
DECEMBER//Cheaper with a Tweet The brilliant social media team RAAK created a post-holiday Twitter promotion for Miista using a Klout score algorithym. Customers submitted a tweet through our online store about a specific style by clicking the “Make It Cheaper” button next to every shoe. Once tweeted, the price of the shoes would be lowered for everyone. Prices decreased in amount based upon the user’s Klout score, a measure of their Twitter following and influence. Only one tweet was allowed per person, so the promotion turned into a community effort with people reaching out to their Twitter followers trying to get as many people involved as possible — which in turn made the price as low as possible. The campaign was a rousing success and helped us reach new nooks and crannies of the market while selling almost 300 pairs of shoes — some for as low as £1!