Founded in Manchester in 2022, Kaiia The Label is part of a new wave of digitally native fashion brands built not on catwalks or wholesale floors, but on community, content and conversion. The womenswear brand has carved out a fast-growing following by focusing on comfort-led, everyday dressing – think elevated co-ords and off-duty essentials. Social commerce sits at the heart of Kaiia’s rise. The brand has become one of the fastest-growing fashion retailers on TikTok Shop, using creator-led storytelling and live shopping to turn cultural relevance into commercial momentum. Operating primarily through a direct-to-consumer model, Kaiia has scaled rapidly by meeting its customer where she already is – on her phone – while building a highly engaged digital community in the process. Led by CEO and co-founder Qasim Akhlaq, who also founded Public Desire, Kaiia is now entering its next phase of growth as it evolves from viral favourite to more established fashion player. We spoke to Emily Frazer, Head of Global Brand and Marketing, about shaping that transition, strengthening brand foundations and scaling a community-first business without losing the authenticity that fuelled its rise. Can you tell us about your background and how you came to work at Kaiia The Label? I’m a brand and creative marketing leader with over two decades of experience building and transforming fashion brands. My background spans brand strategy, creative direction, campaigns, social, influencer, PR and e-commerce, always balancing storytelling with commercial performance. Over the years, I’ve led major brand transformations and rebrands across the industry, including Karen Millen, Coast and Misspap, which gave me a strong foundation in how to evolve a brand while protecting what makes it special. I joined Kaiia at a defining moment. Founded in Manchester in 2022, the brand had already become a cult TikTok favourite with a highly engaged community, and the opportunity to help shape its next chapter, as it scales into a serious fashion and retail contender, was incredibly exciting. What drew you to Kaiia and what excites you most about working on a growing fashion brand? Kaiia stood out to me because it already had genuine momentum, a strong point of view, a loyal community and a customer who is deeply engaged, which is very rare. What excites me most is the opportunity to take a brand that’s grown quickly and evolve it into its next era, strengthening the brand world, elevating creative consistency, and scaling the business without losing what made people fall in love with it in the first place. How would you describe the brand’s DNA, and how do you ensure that’s communicated consistently across channels? Kaiia’s DNA is comfort-led, confidence-boosting style, rooted in everyday essentials, built on community. It’s effortless, wearable and trend-aware, designed to make women feel confident and comfortable in their everyday style. Since joining, one of my key priorities has been strengthening the brand foundations. We delivered a full brand refresh and rebrand in March 2025, just months after I started, ensuring Kaiia has a clearer visual identity, stronger creative consistency, and a more defined tone of voice across every touchpoint. Alongside this, I rebuilt the marketing function and team, bringing together a strong group across brand, creative, e-commerce, social, influencer and affiliates. We’ve also delivered key platform and channel developments, including a new website experience, app growth strategy, and an evolved TikTok Live approach, ensuring Kaiia is set up for long-term, scalable growth. The result is a clearer, stronger Kaiia world, one that ladders seamlessly from campaigns and social through to e-commerce, influencer partnerships and retail platforms. Social media has played a huge role in Kaiia’s growth. Can you tell us about this? Social is at the heart of Kaiia. It’s where the community lives, where trends are translated into wearable products and where the brand can connect directly with customers in real time. Kaiia has grown through a strong balance of community-led storytelling and product-first content that converts. Social commerce continues to be a key driver, with TikTok Shop revenue up year-on-year, strengthening Kaiia’s position at the intersection of community, content and conversion. Who is Kaiia’s core customer? Kaiia’s core customer is fashion-led, confident and community-driven. She wants to feel put together every day, whether she’s heading to college, going for coffee, travelling, running errands, or going out. She’s influenced by creators and culture, but she’s ultimately looking for pieces that work in real life, comfort, versatility, and styling that feels current but wearable. Kaiia speaks to her because it feels accessible, empowering, and made with her lifestyle in mind. You’ve just launched the Copenhagen Fashion Edit. Can you tell us about this? The Copenhagen Fashion Edit marks an exciting new chapter for Kaiia. It’s a refined capsule collection that signals a more elevated expression of the brand, while staying true to our comfort-first DNA. Inspired by Copenhagen street style and a recent buying trip, the edit blends Scandi minimalism with cool, functional silhouettes designed for modern women who value versatility, wearability and effortless style. The collection combines cosy winter moods with refined details, including funnel necks, sporty side stripes, layered textures and elevated basics. What’s next for the brand? The next phase for Kaiia is about scaling while deepening brand identity. We’re continuing to build out our long-term brand strategy, strengthening creative consistency, expanding storytelling, and elevating the customer experience across all platforms. International growth is also a key focus, as we expand into new global markets while ensuring the brand experience remains consistent and recognisable everywhere Kaiia shows up. We’re also looking at how we bring Kaiia to life beyond the screen through activations and community moments, and we’re open to collaborations when they feel authentic and exciting for the customer. What excites you most about the next phase of growth for Kaiia The Label? Kaiia has rapidly scaled by responding to how modern women live, travel and shop, and that’s what makes the next phase so exciting. Over the past year, the brand has delivered considerable year-on-year revenue growth, underpinned by strong