Georgina Rodriguez has gone ahead and added another business venture under her belt. This time it’s premium activewear and loungewear, under the name Mimoa.
The muse for the brand? Herself.
Created with the mantra “For Every Moment”, Mimoa is for the modern woman who has to constantly be on the move. Not restricting but adapting. And who gets that better than Rodriguez, who juggles mom duties and her career alongside supporting her fiancé? As such, the brand’s pieces range from activewear separates to yoga pants, crewneck sweaters, hoodies, and tracksuits.
And it doesn’t forget the modest dresser. Plenty of pieces across the brand’s collections come with modest cuts and thick fabrics, allowing for modest women to look and feel their best as well.
In fact, Rodriguez has already showcased the duality of the garments. Wearing them for the pre-Met Gala red carpet as well as showing them off in her Instagram posts, we have been seeing how Mimoa has shaped her day-to-day for months now.
And launching during the FIFA World Cup 2026, Rodriguez took the moment to swap out her fiancé’s jersey for her own, custom-made Mimoa one.
Based in Dubai and manufactured in Turkey, the brand ships globally on its website, but we wouldn’t be surprised if the brand begins to launch a physical storefront or activation here in the city. With a direct-to-consumer model, the brand keeps its price point accessible, allowing for every woman to access a premium without having to break the bank for it. It also gives the brand extra leg room for creative and marketing freedom, of which we can expect Rodriguez to make full use of.
Modern femininity is currently defined by dynamism. While it may not have chosen to be this way, this is just where the modern woman is at. Rodriguez has decided to meet them where they’re at, while we continue to document it.
