We are delighted to welcome independent fashion retail platform Cult Mia into our Butterfly Mark certified community. Designed specifically for the luxury industry, our systemic certification programme is awarded to businesses as independent evidence of their positive impact on the natural world and society.


Cult Mia is the independent fashion platform that scouts the world for see-and-be-seen hero pieces. We set the standards in style, ethics and stories, so you can tell your own with pride. Unlike other fashion platforms that overwhelm with choice and throwaway trends, we curate pieces that start conversations – today, and 20 years from now. This is power dressing with staying power. Clothes woven with stories to be owned and shared. We empower you with little known gems that shine like an invitation: ask me who I am. No copycat collections. No blink-and-you-miss it trends. Always ethical, and always putting individuality first. We obsess over sourcing, making and seam-matching, so you stride out wearing the outfit makers, the spotlight-stealers, the conversation starters. Hero pieces that make you the hero of the story. Because good fashion tells a story, but great fashion helps you explore your own.


Our mission is to give access to limited edition, unique, global fashion, safe in the knowledge that all products and brands align with the values you care about. Our approach to sustainability is tied to our curation: we carefully handpick our assortment in two steps. First, we evaluate operational excellence and find the perfect product for our community in terms of price, quality, and exclusivity. Second and most important in our vetting process is understanding the principles that underpin our brands. From the outset, a sustainable and conscious outlook has been a core selection criteria for us. We curate and only support the brands that align with our four key values: environmental sustainability, social consciousness, minority empowerment, and the protection of local craft / heritage.


I previously worked for the United Nations’ Women and Trade team, focusing on supporting and scaling female-owned micro-enterprises in the least-developed economies. While vetting the unique products that our independent fashion designers offer, we noticed that often incumbent luxury brands either purchase or replicate these original designs. The opportunity to lift up independent fashion designers was glaringly obvious to me. I’m excited to build on this mission and provide the platform to shop independent brands locally, directly, and online with ease.” NINA BRIANCE – FOUNDER & CEO


As sustainability becomes increasingly important to us and our community, we focused on bringing our mission and values-driven approach to the forefront of our business model. Last November, we launched Cult Causes, giving customers the ability to shop products and brands based on the cause they want to support. As a growing business, we are still working on defining what sustainability in fashion means to Cult Mia and have turned to Positive Luxury to guide us through the process. From what we have seen, the change needs to come both from brands and customers: Cult Mia sits between the two, facilitating the connection as a platform. We know that platforms need to do their part. This is why we are undergoing certification with Positive Luxury during the early days of our business journey. We’re looking forward to setting the right frameworks, from the start for our platform, and every brand that join the platform.

Cult Mia scouts the world for see-and-be-seen hero pieces, obsessing over sourcing, and curating conversation-starting clothes that will be just as loved 20 years from now.

We are proud to have supported Cult Mia embed measurable environmental, social and governance practices into their everyday operations.