The bond among the Kaviani sisters—the trio behind the body-con brand Naked Wardrobe—is undeniable as they sit in their sleek two-story headquarters in Woodland Hills. Born to Iranian immigrants and raised in the Valley, the three women trade jokes and gentle jabs as only siblings can. It was eldest Shirin and youngest Shideh’s online shopping addiction that led to the birth of their business. Together the two hatched a plan: If they started their own site, they could buy wholesale and skim a few pieces for themselves.
They convinced their middle sibling, Shida, who studied communications and marketing, to join them. Naked Wardrobe launched in 2012 to a lot of buzz, thanks in part to social media. “At that time we were one of a few retailers with an Instagram account,” says Shideh. “Not even H&M had one back then.” Two years later they created their own line of affordable basics (bodysuits, slinky dresses, and curve-hugging separates) designed for every body type. “I’m a thick girl myself,” says Shideh, “and we wanted to design clothes that were inclusive and made all women feel sexy and confident.” (This spring they are adding size 4X and 5X silhouettes to their collection.)
Celebrity fans speak to the company’s variety of clothing—Lady Gaga, Jennifer Lopez, and Khloé Kardashian, all of whose Instagram posts generate big sales for NW, but keeping up with demand is a challenge. “Social media is a blessing and a curse,” says Shideh. The company produces 20 to 40 new pieces every week. “Some days we want to kill each other,” she says, “but we wouldn’t want to do it any other way.”
RELATED: This L.A. Lingerie Designer Is Sick of Diversity for Show
Stay up to date with everything you need to know about L.A. by following us on Facebook and Instagram.
The post How Three Sisters from the Valley Turned Naked Wardrobe Into Instagram Gold appeared first on Los Angeles Magazine.