In Case You’re in Your ‘Spicy Girl Era,’ Mirchi by Kim Is the Brand to Watch this Spring

A vision in hand-sewn sequins and beads, bold prints, and unmistakable motifs—Mirchi by Kim is the vibrant, unapologetically fun brand redefining spicy-chic. Founded by 25-year-old model Kimaya Singh, the label draws deeply from her personal story and the cultural fusion of India and New York. The brand officially launched on August 15th, 2024—India’s Independence Day—with a mission that’s as meaningful as it is stylish.

‘Mirchi’ means ‘chili pepper’ in Hindi—hot, bold, and flavorful—which makes it only fitting that a chili pepper serves as both the brand’s logo and recurring motif.

The brand describes a Mirchi girl as “a menace in a mini skirt – who is she, where is she from, but most importantly where is her skirt from?”—a line that captures the spirit of the label perfectly.

Singh created the brand to encourage her inner child, build community, and celebrate her cultural roots through a fashion lens that’s also environmentally conscious. With a background in politics, sustainable business, and environmental science, Singh credits her lack of formal fashion training as a hidden strength—allowing her to treat Mirchi as a passion project without getting caught up in traditional constraints.

Sophie Besl, also 25, is Singh’s best friend from their days at Fordham University in New York. She left her corporate job to join Singh on the Mirchi journey, bringing with her a passion for marketing and a love for building something from scratch. Having studied both marketing and finance, Besl thrives on the full-circle process—from ideation to execution—and enjoys the creative challenge of launching startups.

**Besl (left) and Singh (right) at their university graduation.**

Today, the duo handles everything themselves—from the website to shipping, customer service, and social media. Singh is based in India, while Besl remains in New York, making Mirchi a global operation in every sense.

And it’s working. Just two months after launching, Mirchi appeared in Vogue India, and in March 2025, the brand was featured on the digital cover of Cosmopolitan India.

Seeds, Beads & a Vision: The Mirchi Origin Story

It’s hard to believe that this bold and buzzing label began as a quiet note in Singh’s iPhone in December 2023. At the time, she wasn’t focused on creating clothes—she was focused on telling a story.

"I always knew I wanted to highlight India’s craftsmanship and bring it to the West," she said. "For me, it was always about showcasing our country’s talent and sharing something deeply rooted in Indian heritage with the world."

Around the same time, Singh was dealing with profound personal loss. "My grandfather, who was my guardian, fell ill and eventually passed away,” she shared. “After that, I felt the need to channel my energy into something meaningful, so I threw myself into my work. Everything started coming together so quickly from that point on."

The idea started to come to life when Singh stumbled upon some fabric and beads in a local store. "I came across some beads and fabric in a store and was inspired—and not long after, I met my main artisan," she said. "I spent hours sharing all my ideas with him—and that’s when it all started moving fast. I began sketching designs and letting my creativity flow naturally. By January, we had started sampling, and by February, I received my first sample."

That’s when she called Besl. "She instantly was like, ‘I love this idea, I want to be a part of it.’ I only had like a few samples at that point,” Singh said. “And so I was like, let's go ahead and try it and do it and so then conversation became more about execution and I traveled to New York, and we did a few initial shoots to get things rolling."

Besl vividly remembers the moment she decided to join the project. "I saw her vision, and I was so inspired by what she was creating," she said. "It was more than just a fashion brand—there was such a beautiful story behind it, from Kim’s experiences in India to her time in New York, blending those influences with a modern twist. I knew I wanted to be a part of it. I wanted to help bring it to life."

As the launch approached, nerves set in—especially for Singh, who was hesitant to go live, while Besl was eager to release the collection into the world. "We planned to launch on a Sunday—but we got cold feet. This continued to happen for a month. Then, I was at dinner at a friend’s house when Sophie called and said, ‘Let’s do it today.’ I told her, ‘No, I’m at dinner,’ and she was like, ‘We’re doing it today, we are ready, we have been ready for a month, let's do it, it's now or never.’ My boyfriend, who’s also part of the team, was with me and agreed. So we went live—me at dinner, Sophie in New York—it was a little stressful, but once it happened, it was a huge relief,” Singh recalled.

**The Spicy Tank and Very Mirchi Tank. Courtesy of** @bitcreate

Of course, no fashion launch is without its hiccups. "Almost immediately, our payment gateway failed. Sophie called me freaking out, and I didn’t even have my laptop. It was a mess," Singh laughed. "But honestly? It was still an incredible launch. We got way more sales than we expected. We thought, ‘Even if we get one, it’ll be worth it.’ But people were waiting. The moment we went live, order notifications didn’t stop."

Inside the Mirchi Mindset

While Singh’s designs are expressive and playful, her personal wardrobe is surprisingly minimal. But her work reflects the aesthetic influences that surrounded her growing up.

"My designs are really playful, inspired by the aesthetics I grew up with in the 2000s. My city, my country, my childhood—all of it influences my work," she said. "Growing up in a joint family, with my mother and grandmother each having their own unique sense of style, and constantly moving between New York and Delhi, I’ve absorbed so many different elements that naturally flow into the design process. Ironically, my personal style is super casual, yet, here I am creating delicate, intricate pieces that feel like art."

For Besl, the experience of working on the brand has been transformative. Her recent trip to India—her first time seeing Singh in nearly a year—gave her a deeper appreciation for the work they’re doing. “Seeing Kim again after these whirlwind six months was incredible. Last time I saw her this was all still just an idea and now here I am going to India to discuss scaling the business,” Besl said. “In India, what truly blew me away was witnessing the artisans bring these designs to life. I’ve been marketing these pieces for months, but actually witnessing the artisans place each bead and sequin by hand, it was mesmerizing. I just feel even more like blessed to be pushing something out as beautiful as the work they're putting in.”

**Founder of Mirchi by Kim, Kimaya Singh.**

The brand’s growth has also sparked a powerful, tight-knit community—something that still feels surreal for Singh. “The messages, the emails, the love we’re receiving—it’s honestly so heartwarming. People see the story behind Mirchi, they connect with it, and they’re actually choosing to spend their money on something we created. That still feels surreal to me,” she said. "What started as a passion project has grown so fast into something real, and that makes it all worth it. And also just being able to work with Sophie.”

Start Scared, Stay Spicy: Advice from the Founders

For young founders hoping to build something meaningful, Besl’s advice is simple: just go for it.

“If you believe in what you're doing, then you'll see success. I am constantly in awe of Kim's creativity and even just being able to see the vision from a new bag and how that comes to her and then see it actually become tangible is so special to me,” Besl said. “For any entrepreneur, you really have to love what you’re doing, because it’s not easy. There will be days where you think you might fail but if you have the drive and truly believe in your vision, you just keep pushing forward, and success will follow.”

Singh agrees—but emphasizes that success shouldn’t be the starting point. Passion, not profit, is what matters. “I think people are so afraid of failing, but I think none of that matters. I think the pure purpose of doing anything is just to keep yourself busy and to do something with a little bit of meaning, you know?” said the 25-year-old. “And I think as long as we are conscious of the world and the people and we create something that's more than just a business out to get money, I think that's just all people should focus on.”

In Case You’re in Your ‘Spicy Girl Era,’ Mirchi by Kim Is the Brand to Watch this Spring