Georgina Rodríguez on Tuesday revealed the debut of her new direct-to-consumer, Dubai-based activewear line, Mimoa.
Launched by the 32-year-old model, reality TV star and fiancée of Cristiano Ronaldo, Mimoa has created everyday basics within the activewear and lifestyle category.
The initial collection features 27 styles for under 100 euros each (about $125) — which Mimoa said was designed to “make the premium activewear and lifestyle wear category more accessible to women.” Eventually, the brand will feature 91 different variations once all hues and lengths are rolled out; notably, the leggings will be offered in both regular and tall sizes.
Mimoa’s brand campaign.
Created with the tagline “For Every Moment,” Mimoa was designed for the “modern woman who moves between roles — training, working, mothering and resting — without changing wardrobes.
“Mimoa was born from something personal,” said Rodríguez, founder and creative director of Mimoa, in a statement shared first with WWD. “I wanted to create activewear that truly fits the way women actually live — every moment, every shape and every pace of the day. From the very beginning, accessibility was at the heart of everything we built.”
Rodríguez decided to forgo wholesale partners for the launch, which she said is central to the brand’s philosophy. Seeing how pricing for the activewear category’s entry-point tiered products has continued to move upmarket, she shared that the brand was founded as a response to this shift.
Mimoa’s brand campaign.
Looking ahead, all looks from Mimoa will be priced under 100 euros, a focal point for the brand’s ethos — wardrobe basics will continue to remain under this price point and are engineered around this. Mimoa said that by owning the full retail margin with its DTC launch, the brand can hold onto this price point that going the wholesale route would’ve forced it to increase.
Headquartered in Dubai and manufactured in Turkey, the brand launches Tuesday and ships globally on its website mimoa.com.
The launch of the Mimoa coincides with the FIFA World Cup — held in the U.S., Canada and Mexico — which marks Ronaldo’s sixth appearance for Portugal and his record of being the only person to score in all six of them.
