To cultivate our audience, we first crafted the brand's DNA. Mischievous is an art project embodied in a fashion label — playful, daring, and experimental. It takes calculated risks with its edgy yet polished designs and draws on avant-garde aesthetics to produce pieces that defy convention. As a contemporary cultural brand, it is not afraid to court controversy, staying true to its name by breaking norms in both fashion and business. Mischievous is a naughty child set free.