It's been three decades since Mimco first graced Australian wardrobes, and the beloved accessories brand is celebrating in style. With a nostalgic twist, Mimco is looking back at the designs that helped make it a household name while embracing the future of fashion consumption. The brand's latest venture, 'SO BACK: Inside MIMCO HQ', is a 10-episode scripted mockumentary-style series that takes viewers behind the scenes of its 30th anniversary. This unique approach to fashion storytelling offers a fresh take on nostalgia, blending comedy, fashion, and office chaos. The series follows the countdown to Mimco's birthday celebrations, documenting the return of iconic archive pieces through The Re-Edition collection. Filmed inside Mimco's Melbourne headquarters, it showcases the brand's creative process, from archive searches to campaign planning, and the challenges of launching a major collection. The cast, featuring real members of the Mimco head office team alongside familiar faces, adds a layer of authenticity and humor. This series is designed to meet shoppers where they already spend their time, providing entertainment and a chance to revisit Mimco's iconic accessories. Nostalgia is a powerful trend in fashion, and Mimco's archive revivals tap into a desire for familiar yet timeless pieces. For long-time fans, it's a trip down memory lane, while younger shoppers discover these classic designs for the first time. Jennie Moon, General Manager of Mimco, emphasizes the series' dual purpose: celebrating the past and looking towards the future. 'SO BACK' is a playful and reflective celebration, shining a light on the brand's people and designs, and offering a unique shopping experience that combines entertainment and fashion.
