Model and founder, Kimaya Singh describes the Mirchi girl as ‘loud but soft inside, wild, naughty, and spicy. We have 100 different personalities, moods, and hearts. A Mirchi girl embodies all of that. She’s unapologetically herself.’ Mirchi by Kim is a bold, vibrant brand that blends the feel of thrifted vintage with a whole lot of spice. Kimaya brings intricate beadwork and embroidery from India to the global stage, offering pieces that are as unique and diverse as the women who wear them. She is winging a brand with mini skirts, vintage beads, sequins, leopard prints and a sparkling iconic Indian Masala Lays bag.
We speak to Kimaya on how she's building the strong reckless aesthetics of a Mirchi girl and the artistry she brings on the table. Link in bio!
Kimaya Singh (left)
Did the idea of this brand come up during one of your modelling days? Take me through how did you come up with such a strong vision.
I was looking for an extra way to earn money when an agency approached me for modelling. It just worked out from there. From a young age, I’ve always had this creative itch to do something of my own, but I never really executed it because school, then college, and later modeling took up my time. But finally, Mirchi just came to me.
It’s funny because fashion wasn’t even part of the plan at first. I always knew I wanted to represent India on a large scale and bring out the old-school traditions and embroidery that are getting lost. I wanted to share these with the West and the world, but fashion wasn’t going to be the starting point. I initially looked into jewelry, and I was all over the place. I have a Notes app full of ideas, a vision board, and random thoughts that come to me at 3 AM.
I spoke to a friend who also has a fashion brand, and she encouraged me to just start. I told her I loved beads and embroidery, and she said, "Go for it!" So, I did. I’ve always loved colors—especially bright ones—though I tend to keep to black. I’ve always said that Mirchi is like this alter ego I’m too lazy to be. It’s this dream version of me, and that’s why I created Mirchi Girl. It’s everything I wish I could be but can't.
I went to a shop, spoke to the shopkeeper for hours about beads, and discussed embroidery patterns. My grandmother and great-grandmother were really skilled at crochet and knitting, so I’ve always been fascinated by embroidery. I’m not great with my hands, but I always gravitate toward embroidered pieces. It was surreal, especially since I had just lost my grandfather, who raised me. I was in a grieving phase and just kept myself busy with this new venture.
We started sampling, and things just fell into place. I didn’t study fashion—I studied politics and environmental science—but I dove into the process. I even did a four-month teaching course last year while sampling! I was just letting my inner child come out, creating with no expectations or inhibitions, just like a sketchbook. I showed my initial samples to a college friend in America, and she loved them. She was between jobs and was looking for something fulfilling, so she joined me early on to help with marketing and the U.S. side of things. We’ve just been winging it ever since. It’s only been seven months since we launched, and it’s been such a crazy, exciting journey.
I’ve always had a strong sense of aesthetics. Since I was young, I just knew what worked and what didn’t. My mom encouraged me to pick my own clothes from when I was two, so I’d wear mismatched things with tons of accessories. That has always been me. I think that’s why the brand feels so strong—it’s genuine, and it’s come from a place that’s entirely me, even though I’ve had no formal design training. I’m not deep into the fashion industry or aware of all the typical trends like fashion week or magazines. What inspires me are everyday experiences, like my grandmother’s closet or the colors I see in the streets of India.
The clothes have a very 'thrifted' vibe. How did you incorporate that into the brand, and what have been the reactions?
It’s funny you mention thrifting because for the past couple of years, most of the things I buy are thrifted. Thrift stores and flea markets are where I love spending my time—my boyfriend can’t keep up! I’m drawn to an era when clothes were made with more thought and care, which is why I gravitate toward vintage pieces. People are realizing now that things just aren’t made like that anymore. That’s where the inspiration for Mirchi comes from. Each piece, even something as simple as a t-shirt, is meant to be timeless—something that makes a statement. Like, if you wear a Mirchi double t-shirt with one Mirchi on each side, it’s not something you wear every day. When you wear it, people will notice. They’ll stop and look.
Why did you name the brand 'Mirchi'?
I’ve had this tattoo on my arm for years, and I guess the name just came to me. All my life I’ve been called names related to 'Mirchi,' and it fits my personality. I love spicy food—so much so that I have gut issues from it! Even the blue-laced bag was inspired by my love for chips. Growing up, I would eat them every day, even in boarding school, and it just felt natural to incorporate that into the brand. That’s why it’s called Mirchi.
Since the brand is in its young stages, what are your future aspirations? How do you plan to build on the aesthetics you have created so fas?
The community we’ve built in such a short time has been surreal. The love and messages we get from people are amazing. My goal is to continue building this community and to establish Mirchi as a worldwide brand. I want to put India on the map and have girls from all over the world wear a Mirchi skirt and proudly say, “It’s handmade in India.” A major emphasis for us is that everything, from the beads to the sequins, is made in India or Bangladesh, and that work deserves recognition.
We’re also making our packaging more transparent, with information on how many hours each product took and which artisan made it. It’s important to acknowledge the hands that put time and effort into making these pieces. Moving forward, I plan to expand the collection with new intricate pieces, and I’m also exploring other elements beyond fashion. There’s so much to learn, and every day feels like growth.
Words Paridhi Badgotri
Date 03.04.2025