Known as one of the iconic Australian fashion brands, MIMCO’s influence for over two decades is undeniable. MIMCO’s designs tend to manifest elegance and luxury, especially for modern women. This year, the Melbourne brand celebrates its 25th birthday. Through its special capsule collection into the brand’s past, present, and future.
MIMCO designs a 25th birthday capsule collection. 1996 saw Mimco’s first offering; a collection of just six covetable and functional bags. The brand rapidly expanded globally and across various categories. It applies its classic-with-a-twist aesthetic and extreme attention to detail across jewellery, shoes, technology, homewares, and more.
Despite the brand’s global success and more than 100 retail stores worldwide, MIMCO has stayed true to its roots. Its headquarters and design team remain in Melbourne to this day. For over 20 years, MIMCO has lasted in the industry and that’s no easy feat. MIMCO’s success is to find a point of difference; create a classic, and mesh it effortlessly into the wardrobe of the modern Australian woman.
MIMCO Celebrates Its 25th Birthday
To honour this special milestone, MIMCO designs a 25th birthday capsule collection, which, alongside a limited-edition coffee table book, pays tribute to the brand’s past, present and future.
MIMCO’s coffee table book “Past, Present, Future” is edited by former Harper Bazaar editor Kellie Hush. It celebrates exactly that – 25 years of iconic accessories and official standing in the Australian fashion brand.
Recording the brand’s success from its establishment in 1996, Past, Present, Future, manifest an archive of stunning full-page campaign shots, artistic illustrations and formative sketches.
Taking back to the very beginning, founder Amanda Briskin-Retting addresses her namesake brand in an opening letter,
“At your inception in 1996, I was 24 and named you using my childhood nickname, Mim – Mim’s Company, MIMCO for short. I reflect on the journey as your founder with pride for the DNA and vision that has attracted the people who have worked for and with you'”.
Accompanied by the book, a 25th birthday collection is released to reissuing some of its most beloved accessories designs from the last quarter-century.
Take A Closer Look at Capsule Collection
Encompassed in the birthday capsule is the Icons Collection, which puts a 2021 vision onto some of the brand’s best-loved and most nostalgic pieces, whether in new fabrications or details.
A particular highlight is the “Button Bag 2005”, the oversized doctor’s bag style with intricate button detail (inspired by a trip to a Parisian button wholesaler) that was first released in 2005 and coveted by just about everybody. Other reimagined MIMCO classics include the smart and structural “The Supernatural” (which was first released in 2005) and the plush “Fintasia” (2013).
That is the magic of the MIMCO brand when it has an appeal that feels uniquely ageless.
Shop the full collection and get your copy of Past, Present, Future, here.
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