A Very Miista Dialogue

It is, no doubt, a fairly gruelling time to be in the fashion industry. With a cost-of-living crisis, shifting consumer habits, global tariffs, and a cultural climate moving a mile a minute, the odds have never been harder. Unless you are already a fortified fashion house where loyalty has been earned, newer brands must reach through the flickering technological screen and, quite literally, grab the buyer’s attention. For London-founded footwear and clothing brand Miista, it’s spent the last decade doing just that - and thriving.

Launched in 2010 by Galician-born Laura Villasenin, Miista has steadily amassed a cult following, partly owing to its avant-garde silhouettes, dedicated Spanish craftsmanship, and celebrity endorsement. Your favourite artist’s favourite brand — or whatever Chappell Roan said. Previously, Charli XCX was seen donning Miista for the music video of the certified platinum BRAT track “Guess” and on much of the tour. But the popularity of the brand isn’t only because Miss XCX wears the shoes, or even because of its distinctive designs — it’s because, at the heart of Miista, is community. Miista cares about the wearer, cares about her environment, and the cultural moment she lives in.

This is experienced most tangibly in their creative, community-focused pop-ups and collaborations. For their SS26 collection, Miista turned a Los Angeles-based ethical clothing factory into both a night rave and repair hub. Come, get drunk, dance — and those old jeans you ripped at the crotch? We’ll stitch that up for you, no prob. At the end of last year, the brand teamed up with Office in New York for a night championing women in the creative industry: an inspiring evening including a culinary experience, dance music, and empowering conversations.

Last night, East London was no stranger to Miista’s immersive and culturally prescient experiences. Collaborating with Lost Property, a London-based lecture series for “thinkers, artists, lovers, and friends” led by Letty Cole, the night incorporated four talks surrounding the theme “The Silence That Speaks”. We listened to writer Claire Marie Healy lament her yapper’s regret — the relentless Ouroboros of oversharing, overthinking, embarrassment, and then talking again. Artist Eve Stainton walked onto ambient music, moving incrementally, mouth agape, reaching for the mic. Of course, their talk was on the device of suspense. Lastly, writer Hannah Elyse quoted the timeless prophet Gucci Mane — “Ugly girls quiet, pretty girls riot” — and argued that silence is not always peace, but aesthetic performance, and encouraged us to embrace our loudness amongst a world that praises women who are quiet.

Miista is truly pioneering a new way to connect with audiences — and not just their wallets, but their minds and hearts.