More Than a Look: How MiOwne is Championing Individuality Through Eyewear

MiOwne began with a simple but powerful realisation—style should feel like you. For founder Lilia, the struggle to find sunglasses that suited her face and expressed her individuality led to the creation of a brand that champions confidence, authenticity, and personal style. Since launching in 2022, MiOwne has grown into a fashion-forward movement that encourages people to own their look and feel seen. In this candid conversation, Lilia shares the inspiration behind the brand, the values that shape its identity, and why MiOwne is more than just sunglasses—it’s a statement of self.

Lilia, take us back to the beginning—what inspired you to start MiOwne, and how did your personal struggles with sunglasses influence the creation of the brand? 

The idea of MiOwne came from my personal journey of fashion and the challenges I faced in finding accessories that truly resonated with my style. While figuring out my style, I noticed that trendy sunglasses didn't complement my face or personality. I soon recognised that following the trend meant following a certain type of fashion and that wasn’t for me. Accessories should add to your personal style, empower and not intimidate. I created a brand with an understanding of mine and so many other people’s pain point, finding the perfect sunglasses that not only complemented face shapes but also celebrates and elevates confidence in my own style. 

MiOwne champions individuality, confidence, and authenticity. How do these values shape everything from design to customer experience? 

MiOwne has a core belief that sunglasses is an added accessory that should elevate individual style. Each product is designed to empower wearers to express their true selves. Bold frame designs to subtle classics in catering to all personalities. And our customer experience? Think of it as your biggest fan— supportive, and always there to boost your confidence. 

The name ‘MiOwne’ is unique and memorable. What does it represent to you, and how do you want customers to connect with the brand when they wear it? 

'MiOwne' is a play on "my own," symbolising personal ownership and self-expression. Fashion is expressive and style forms part of an identity. When you wear MiOwne, you’re standing bold in who you are and showing the world. It inspires me to hear the reviews from customers that feel empowered, and I will always celebrate their confidence.   

Sunglasses are often seen as seasonal, but MiOwne positions them as a year-round accessory. Why is that important to you? 

Style is seasonal. It grows and changes with you throughout the year. MiOwne sunglasses move with your personal expression. Designed with versatility and protection in mind so they can be worn on any occasion, whether you’re just going to the shops or raving in a car park at 3am. Either way you’ll feel confident doing it. It’s important to me that MiOwne sunglasses are not about masking or hiding but instead wearing what you want and loving yourself in it, regardless of the season.  

You launched the brand in 2022—how has the journey been so far, and what have been some of the defining moments since launch? 

I launched MiOwne 2022 riding the wave of inspiration and excitement which carried the momentum through the challenges. I have pivoted the brand a few times to define and sculpt what MiOwne is about. The most defining moments since creating MiOwne has been hosting two fashion shows as I had the chance to personally connect with our community, listen to their feedback, and witness the positive impact MiOwne has on their self-expression. Those moments of genuine connection are what make it all so rewarding. 

Finding sunglasses to suit different face shapes can be a challenge. How does MiOwne approach this in terms of design and customer education? 

I understand that one size doesn’t fit all, and I am working on a product that will fit all face shapes seamlessly. Until then, the current designs involve extensive research to ensure that our frames cater to a variety of face shapes, including testing and collating feedback from people with different face shapes. I am often asked by customers on which sunglasses would suit them, and I take the time to get to know their style and face shape to recommend varies MiOwne sunglasses that would look amazing on them. Additionally, there are educational guidance on my website because my goal is to make the shopping experience easier and empowering.   

Let’s talk about the collections—can you share a bit about your current range and what sets them apart in today’s market? 

Each piece is thoughtfully designed to resonate with diverse personalities and styles. Ach collection tells a story as well bringing the wearer a sense of feeling because mental health and celebrating individuality is a huge factor in the MiOwne brand. The Good Vibez Only collection is about having fun with fashion and spreading positivity whether you’re exploring and experiencing new places or going for a job interview. On the other hand, the Heartbreak Hotel collection is about self-love, self-discovery and unapologetic confidence. This luxury collection is about embracing the essence of you.  I don't just follow trends; we aim to is to celebrate every one of my customer’s individualities and spread healthy mental health while doing it.  

How do you strike the balance between bold fashion-forward pieces and designs that suit more reserved personalities? 

Fashion is a spectrum, and each MiOwne collection reflects that—with designs ranging from bold, statement-making designs like oversized square frames, to more subtle, timeless pieces for those who prefer a classic look. Personally, I’m drawn to frameless designs because they let your face shine through; they’re a reminder that sunglasses should enhance, not hide. It’s about giving you the freedom to choose styles that reflect your mood and personality, through thoughtful shapes and colours. 

Sustainability is a big part of the MiOwne mission—what steps have you taken to ensure your sunglasses are as eco-conscious as they are stylish? 

See the world through a sustainable lens. From day one I knew it was important for anything I create to have sustainability in mind. From eco-conscious materials to recyclable, minimal packaging that still feels premium. I also work with ethical manufacturers who share my values, ensuring that every step in our process is as responsible as it is beautiful, a reflection of the kind of world I want MiOwne to help build: one where style and care for the environment go hand in hand. 

What can fans of the brand look forward to in 2025? Are there any upcoming launches or collaborations you’re excited about? 

2025 is a really exciting year for MiOwne—it’s all about deepening our connection with our community and growing it in a meaning way. One of the biggest things I’m looking forward to is launching our virtual try-on feature on the website. It’s something I’ve wanted to offer for a long time because I know how tricky it can be to choose sunglasses online and really feel confident about the fit. We’ll be unveiling it for the first time collobration with Hinton Media at the HM Summer Showcase in July, and I can’t wait for customers to experience the collection in a whole new, interactive way. We’re also re-launching our New Era Collection, the collection did so well last year however it’s coming back with even more focus on individuality and comfort. Miowne will also be collaborating with mental health charities to not only donate but also spread awareness and help those affected by mental health. And for those who’ve supported MiOwne from the very beginning—or are just discovering us—we’re also introducing our affiliate program. It’s a way to build real partnerships and reward the people who love the brand as much as I do.  

As MiOwne continues to grow, what is your long-term vision for the brand? Where would you like to see it in the next 5–10 years? 

My vision for MiOwne is to become a global symbol of individuality, empowerment, and thoughtful design—where every person makes MiOwne their own to feel seen, celebrated, and stylish in their own way. Over the next 5–10 years, I see MiOwne expanding far beyond sunglasses. I’m working toward creating personalised eyewear experiences, incorporating smart technology that blends fashion with function, and ultimately becoming the go-to brand for that one perfect pair of sunglasses that truly suits all face shapes and sizes. 

I’m dreaming big—not just in terms of growth, but in impact. I see MiOwne opening flagship stores where people can walk in, feel instantly seen, and truly connect with the brand. Spaces that inspire, where fashion feels personal and empowering. Outside of sunglasses, it’s about championing the underdogs in the fashion world through fashion shows, partnerships with mental health charities, and spotlighting real stories, we’re creating a movement that’s grounded in self-expression. 

Finally, what advice would you give to someone who struggles to feel confident in accessories or fashion in general? 

Start with pieces that resonate with you, regardless of trends. Finding your sense of style takes time and understanding who you are, how you feel and what you represent. I know that when you wear something that feels authentically 'you,' the world can't help but take notice. 

MiOwne isn’t just about sunglasses—it’s about seeing yourself clearly and owning your individuality with pride. From its roots in Lilia’s personal journey to becoming a bold, community-driven brand, MiOwne is rewriting the rules of what fashion accessories can represent. With thoughtfully designed collections, a focus on mental wellbeing, and a strong message of empowerment, MiOwne invites you to wear your story with confidence—every single day of the year. Discover the collection and find the frames that reflect you at MiOwne.co.uk.