Georgina Rodriguez, the influencer and entrepreneur known for luxury campaigns, front‑row appearances and millions of social‑media followers, has launched Mimoa activewear in Dubai today. The move marks her first fashion label and signals a shift from modelling to building a business she describes as more than a celebrity endorsement.
The new label rolls out a 27‑piece debut collection, with every item priced below €100, positioning the brand in the premium‑athleisure segment rather than the luxury market. By keeping prices under €100, Mimoa aims to attract fashion‑conscious shoppers who want quality without a luxury price tag, and the brand already plans to grow the range to 91 pieces over time.
Brand details and pricing
Mimoa’s opening range focuses on wardrobe basics that transition easily from morning workouts to coffee meetings, travel days and remote‑work sessions. The slogan “For Every Moment” underscores the brand’s aim to fit into every part of a modern woman’s schedule, and the collection includes regular and tall leggings to address common sizing gaps. This emphasis on versatility reflects a broader consumer trend toward clothing that works beyond the gym.
Pricing below €100 places Mimoa in the increasingly competitive premium‑athleisure category, offering an accessible option for shoppers seeking affordable premium activewear. The brand’s strategy targets a wider audience than typical luxury lines, appealing to those who value both style and practicality.
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Production and global reach
The company is headquartered in Dubai while production takes place in Turkey, creating a business model that sits between Europe and the Middle East. Operating from Dubai gives Mimoa access to a tax‑friendly environment and the city’s global connectivity, which is recognised as one of the world’s fastest‑growing fashion and retail hubs.
Worldwide shipping is already available, meaning the collection can reach customers far beyond the UAE. Rodriguez emphasizes that Mimoa is founded and creatively led by her, rather than relying on a licensing agreement, signalling a long‑term lifestyle brand rather than a one‑off celebrity project.
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Frequently asked questions
What is Mimoa activewear?
Mimoa is Georgina Rodriguez's first fashion label, an activewear brand launched in Dubai offering a 27‑piece collection priced under €100, designed for gym‑to‑everyday wear.
How many pieces are in the debut collection?
The debut collection includes 27 pieces, with plans to expand to 91 items over time.
Where is Mimoa produced?
Production takes place in Turkey while the company is headquartered in Dubai, allowing tax‑friendly operations and global shipping.
What price range does Mimoa target?
All items are priced below €100, positioning the brand in the premium‑athleisure segment as an affordable alternative to luxury activewear.
