Naked Wardrobe: How Three Iranian-American Sisters Built a Celebrity-Favorite Fashion Empire from Their Parents’ Living Room
In a fashion industry long dominated by men, three Iranian-American sisters—Shirin, Shida, and Shideh Kaviani—are rewriting the narrative. With a bold vision, relentless resilience, and $7,500 in startup capital, the trio turned a failed business idea into Naked Wardrobe, a now-global fashion powerhouse worn by celebrities like the Kardashians, Jennifer Lopez, and Carmen Electra.
Their mission? To empower women, celebrate body confidence, and foster a brand born from sisterhood, substance, and self-love.
From Living Room Racks to Luxury Retail
Fifteen years ago, the Kaviani sisters attempted their first venture in fashion, but the lack of digital infrastructure and business readiness led to excess inventory and a stalled website. Rather than walk away, they got creative.
“We hung our clothes on racks in our parents’ living room, baked cookies, and invited our community to shop,” says Shideh Kaviani, now President of the brand and a graduate of FIDM (Fashion Institute of Design & Merchandising). The sisters’ grassroots approach laid the foundation for what would become a booming business.
After taking a brief hiatus, fate intervened. When one of the sisters was laid off, it reignited their shared dream. Armed with the lessons from their early setback, they regrouped, invested $7,500 of their own money, and launched Naked Wardrobe in 2012—this time with strategy, passion, and a name that said it all.
Why the Name "Naked Wardrobe"?
Though initially considering “Kaviani LA” to honor their Persian heritage, the sisters landed on a more impactful name: Naked Wardrobe.
“It was about raw authenticity,” Shideh explains. “We want women to feel comfortable in their own skin. Our clothes are minimalist, body-conscious, and designed to bring out the best version of yourself. ‘Naked’ felt empowering, not provocative.”
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The brand quickly gained traction by offering sleek, affordable staples designed for real women, by real women—each sister with a unique body shape and perspective that influenced every collection.
Fashion for Real Women, by Real Women
One of Naked Wardrobe’s most powerful differentiators is its deep understanding of the female form. The sisters’ individual body types helped them design pieces that feel flattering and functional across sizes and styles.
“We’re not just designers—we’re also the customer,” says Shida Kaviani. “What you wear affects your mood, your energy, your confidence. We create pieces that support women through every part of their lives.”
The result? A line of bodysuits, jumpsuits, and activewear-inspired basics that have become wardrobe staples for women across the globe. Every piece reflects the brand’s DNA: clean lines, high stretch, buttery fabrics, and minimalist sophistication.
Celebrity Fans and Viral Success
Naked Wardrobe gained early traction thanks to a devoted celebrity following. The Kardashians, J.Lo, Chrissy Teigen, and Hailey Bieber have all been spotted wearing the brand’s signature pieces. But what made the label stick wasn’t celebrity—it was consistency.
The brand has evolved into a trendsetting powerhouse. “Right now, we’re in a monochromatic moment—think rose-toned tops and coordinating skirts that work for layering and capsule wardrobes,” says Shirin Kaviani, the eldest of the sisters.
Their intuitive understanding of fashion trends, paired with an unwavering focus on quality, has translated into 50% year-over-year growth. The company is scaling smartly, and its reputation for must-have basics continues to grow.
From Fast Fashion to Thoughtful Production
Although Naked Wardrobe initially leaned into the fast-fashion model, the sisters quickly recognized the ethical and environmental implications. Today, they prioritize sustainability, slow production, and customer retention over mass manufacturing.
“As a direct-to-consumer brand, quality and fit are everything,” says Shideh. “It’s not about just getting orders—it’s about keeping our clients coming back. That means making pieces that last and feel amazing.”
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They now design their own textiles and closely manage their supply chain to ensure ethical practices, consistent quality, and minimal waste—balancing style with responsibility.
The Strength of Sisterhood
Running a business with family comes with its own challenges, but for the Kaviani sisters, their bond is their superpower. Each brings distinct expertise to the table: marketing and product development, human resources and sales, operations and design. Even their mother joined the business as Chief Financial Officer (CFO) four years ago.
“We wear different hats and handle different areas of the company. That helps us avoid clashes and keeps things running smoothly,” says Shida. “We’re also incredibly close. There’s no ego—just mutual respect and a shared vision.”
Their dynamic has been a pillar of their brand’s integrity and scalability, allowing them to build a team and a culture rooted in family values and feminine strength.
Going Global: What’s Next for Naked Wardrobe
With the U.S. market thriving, the sisters are now focused on international expansion. The brand will soon launch in Flannels department stores across the UK, followed by continued growth in Canada, Europe, and the Middle East.
“We’re excited to bring Naked Wardrobe to a broader audience,” the sisters share. “Our overseas clients will finally get to experience the quality and fit of our garments in person. It’s about making every woman, everywhere, feel confident in her own skin.”
Their ultimate goal is to evolve Naked Wardrobe from a popular clothing line into a lifestyle brand—one that women turn to not just for fashion, but for empowerment, confidence, and sisterhood.
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Final Thoughts: Fashion with Purpose
Naked Wardrobe isn’t just a brand—it’s a mission. The Kaviani sisters have built a thriving business by prioritizing authenticity, body positivity, and women supporting women. They’ve turned early failure into long-term success, and a family bond into a global business model.
In a world where the fashion industry often feels exclusive and out of touch, Naked Wardrobe is a breath of fresh air: inclusive, intentional, and proudly women-owned.
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