Brands, influencers & bold ideas – An interview with Miia Khan

Miia is Miltton’s new Director – a title that barely captures the breadth of her expertise (think marcomms, branding, PR, growth, biz dev, consumer brands, creativity, leadership, sales & inspiration). That’s exactly why we sat her down to ask everything (and a little more) about brands, influencers, fashion, and what the future might hold.

What made you excited about joining Miltton and stepping into this role right now?

Miltton has grown into a true Nordic powerhouse with world-class international expertise. It offers a unique vantage point into a rapidly evolving world. Our Nordic work culture and know-how – from tech and trends to politics, sustainability, and values – are a competitive advantage that consumer brands can truly benefit from. Right now, the world is craving authenticity, sustainability, and humanity – values I’m passionate about helping Nordic brands bring to the global stage.

Tell us a bit about your background

I’ve spent my entire career immersed in global consumer brands, fashion, and lifestyle – and I never get tired of it. Consumer behavior reflects the spirit of our time, and I follow it with the curiosity of a social anthropologist. I’ve worked at Miltton before, where I helped build a consumer brand communications unit that took a different approach from traditional ad agencies – focusing on earned media, PR, and influencer strategies, and creating campaigns that turned products into stories or cultural moments. Behind every great brand is a compelling story – and telling that story makes the product more meaningful.

I’ve always been drawn to trends and new ideas, which is why consulting has always felt like the perfect fit. But in 2020, I wanted to try something new and build a brand of my own. I founded a startup that’s now turning five – an experience that’s been both humbling and invaluable.

After my entrepreneurial chapter, I felt the pull back to an established brand and joined Camper in Mallorca as their Global Head of Communications. There, I saw how a design brand born on a small island can resonate with consumers from Tokyo to New York.

Each experience has deepened my belief that the best brands are born when local authenticity meets global vision.

What’s the biggest opportunity – and the biggest challenge – for consumer brands right now?

Opportunity: Consumers everywhere are seeking meaning in their purchasing decisions. They want to support brands that reflect their values.

Challenge: Global competition is fiercer than ever, and consumer attention is fragmented across platforms. Algorithms are hard to crack with lukewarm messaging. The brands that succeed are those that are locally relevant, globally consistent, and bold in their communication. To stand out, you have to dare to do things differently.

You transitioned to Miltton from a fashion company. How do fashion and branding intersect in 2025 – and what should every brand learn from it?

Fashion has always been a form of cultural and identity expression. In 2025, we’re seeing how sustainability-first thinking merges with hyper-personal expression. Every brand – whether in tech or food – needs to understand that they’re selling identity, not just products. I also believe that collisions between industries are creating fascinating brand experiences. Collaborations like Jacquemus and Apple benefit both brands and help them reach diverse audiences.

How do you build a brand that not only stands out but also resonates emotionally?

I could go on about this, but to put it simply: a brand needs to be multidimensional. As technology evolves, humanity becomes even more valuable – and we need to define what that humanity means for brands. Empathy mapping is key: what do consumers truly feel and experience at different touchpoints? Every step of the customer journey – from the scent and sound of a store to the tone of a digital interface – evokes emotion. It’s also crucial to understand cultural differences in how people perceive brands around the world. You need concrete actions that speak to audiences, community-building skills, and a healthy dose of courage. Cleverness and creativity beat big budgets.

Which consumer brand do you admire and why?

One brand I particularly admire is Patagonia. They’ve built a strong, values-driven brand that doesn’t just sell products – it inspires a global community. Patagonia is a brilliant example of how business can be both responsible and highly successful – growth and sustainability don’t have to be at odds. Their legendary “Don’t Buy This Jacket” campaign is a perfect example of bold brand strategy. It challenged consumers to rethink their consumption habits while making the brand even more desirable. Patagonia doesn’t try to speak to everyone – and that’s exactly why they resonate so deeply with their audience.

Patagonia shows that strong meaning, combined with honest action and creative thinking, is not only impactful – it’s also smart and sustainable business.

What are some common misconceptions about influencer marketing?

There are many, but one is obsessing over follower counts. Some brands think American mega-influencers work everywhere. In reality, the best influencer marketing is clever and hyper-local: a micro-influencer with 10,000 followers in Stockholm can be more valuable than a million-follower star in LA – if the audience and match are just right.

If you could design your dream campaign – what would be its theme, channel, and audience?

This is definitely my favorite question, and an easy one to answer – I’ve had a dream for a while now that I still hope to bring to life.

In recent years, I’ve been deeply moved by the growing global issue of homelessness. I want to challenge the idea of who gets to be “the face of a brand.”

At the heart of the campaign would be Rebecca – a homeless but fashion-loving woman from Skid Row, known from the Soft White Underbelly video series, who has a strong fan base. She would co-design a capsule collection with a well-known fashion house’s design team. Rebecca wouldn’t be a side character or a token figure – she’d be the creative force, designer, and face of the campaign.

This campaign would be a human-centered statement about how even the marginalized can be visible, influential, and creative. It would live in digital channels, through social media and documentary-style content, but launch physically – perhaps during fashion week or as a pop-up exhibition blending fashion and social commentary.

All proceeds would go directly to homelessness prevention and support services. The goal wouldn’t just be to sell a collection, but to shift the narrative: who gets to be heard, and whose story deserves to be seen. We tend to sweep society’s outcasts and problems under the rug – this campaign would bring them to the forefront in a compelling way.

It’s a dream – but also a plan I hope to realize.

How can Miltton help brands navigate the rapidly changing consumer landscape?

Miltton is a new kind of agency – a holistic partner with a 360° view of our time and its phenomena. That’s critical right now, as the consumer landscape is more complex and demanding than ever. Consumers are more value-conscious, more discerning, and harder to reach in an age of constant information overload.

Miltton combines strategic thinking, creativity, communications, data, sustainability, and societal insight in a way that helps brands stay on course, even as the environment shifts. We don’t just look at the brand or campaign – we consider the broader context: the era the brand lives in, how its stakeholders behave, and what truly resonates.

We help our clients build meaningful, value-driven brands that don’t just react to change – they shape it. Whether it’s rapid response to trends, long-term sustainability strategy, or crafting a new kind of customer experience, Miltton offers a platform that brings together top experts from across fields.

Finally: if Miltton were a brand (yes yes, we know it is), what would its tagline be from your perspective?

“Miltton – Where smart meets bold” – because Miltton blends Nordic values of intelligence and analytical thinking with bold, world-changing action.