If the “perfect” pair of pants truly exists, it’s likely one designed by Alexia Elkaim. With her line Miaou, she has gained a name for herself by creating jeans that flatter women of every body type – and offered in a variety of styles that suit women from all different lifestyles.

Known for its contemporary designs that incorporate vintage elements, Miaou has managed to resonate with consumers since launching in 2017. Gigi Hadid, Lady Gaga, Paloma Elsesser, and Alexa Demie are just a few fans of the label.

Elkaim, the founder and designer behind the label, is self-taught in all aspects of business and design. A graduate from Parsons School of Design, she was working in casting when she embarked on a passion project: to make the perfect pair of pants. Inspired by her love of vintage clothing, she created an alternative to the standard five-pocket denim jeans. The business started with just a few samples made at a local factory in Midtown during her lunch breaks. Demand steadily increased, and soon after Opening Ceremony picked up on the brand, Elkaim quit her job to run the operation full-time.

“Nothing was planned, and I think that’s the beauty of the inception of the brand,” she said. “It was so personal and it was so instinctive, and that’s the method to the madness. People responded because it was authentically what I liked. As well as the imagery – I shot it myself, styled it, and it was modeled by girls I’m still friends with.”Despite her rapid growth, Miaou maintains this personal touch. To this day, Elkaim uses herself as a fit model for her own designs and maintains the strong brand identity that helped her gain a name for herself.  Her campaigns always feature a group of Miaou girls that feel more like her close friends than a cast of traditional models – part of the appeal to her customers, which Elkaim has a firm grasp of.

“Our customer is specific. She likes to make a statement, she’s an early adopter to trends, she a little sexy – and likes to be bold. She’s young, fashion forward, and she’s looking for the new brands. She’s trend-driven, and she saves up for the item,” she noted.

If the name Miaou instantly prompts you to think of the brand’s now infamous pant style, it was part of Elkaim’s plan. The LA-based designer capitalized on the success of her design by creating it in every iteration possible – think animal prints, pinstripe, chain detailing, and rope embellishments.

“I’ve always let the consumer dictate the conversation as far as what is really working,” she said. “I do try a lot of different things and I like to design, but that’s not a scalable way of thinking when you are trying to run a business as a designer. If it were up to me, I would make everything and move into different categories. But that’s not always the smart decision.”

While the line is still driven by her pants, she has only recently expanded into new categories. Miaou now offers matching sets of tops with pants (the second most popular category) along with a Sport line.

“It’s hard because when you come out with this recognizable hit, it’s almost like that was my first album…what does my second album sound like? It’s challenging as a person to grow with a brand because you go through so many evolutions, and all the sudden i was interested in different things. You have to roll with the punches and see what works,” she said.

Instead of growing too fast, Elkaim is taking her time. Recognizing the challenges of maintaining a business in today’s climate, she is setting realistic goals to position Miaou for long-term success.

“A really good piece of advice that I got is to do one thing and be the best at it,” Elkaim said. “For me, it was pants, and I had to do that for the first three years. It’s such a competitive industry. Everyone wants to be a designer and they can, but a mono-product model is setting yourself up for scale, focus, and direction. I think it’s important to stay focused and perfect on a product. Especially as a creative person that has a thousand ideas, it’s good to give yourself some structure and boundaries. That’s been incredibly important for me in my growth. I’ve gone in a million different ways, I’ve learned, and I’ve made mistakes. Keep going until you’re the best at what you do.”