Past, Present, Future
19 Jun 2021
Celebrating 25 years of iconic accessories
Hip hip hooray, it’s our (25th) birthday! When MIMCO was founded
in 1996, our purpose was to create unique accessories that helped
individuals embrace their own personal style. And while we’ve
evolved from a humble collection of just six handbags to global
accessory success, one thing still rings true: we do it to empower you.
“When MIMCO was founded in
1996, our aim was to create
stylish accessories that
managed to balance
timelessness with a unique
twist. It’s been a winning
formula, with MIMCO garnering
a loyal following from fashion
fans the world over.”
- MIMCO Managing Director, Sarah Rovis
“I’ve been the managing
director of MIMCO since
2016. It’s been both a
pleasure and an honour
to be involved with the
brand as it continues to
evolve and create a
lasting legacy.”
- MIMCO Managing Director, Sarah Rovis
Our story began in the 1990s, so it’s only fitting that the 25th Birthday Collection was inspired by this iconic decade.
The Icons Collection features five of our most well-known (and loved) handbags, reimagined with a modern aesthetic. Hello, Button Bag!
Our birthday jewellery capsule, the Ode Collection, includes pieces inspired by MIMCO jewel
icons from the past 25 years—think bracelets, necklaces and earrings featuring our signature
mixed metals, freshwater pearls and shimmering glass crystals.
On a similarly nostalgic note, the Est. 96 Collection features a range of
‘90s inspired denim accessories—from caps to backpacks and high-top sneakers.
Finally, a special commemorative silk scarf, bucket hat and hair scarf are true collector’s items,
featuring the Ode print—pieced together using early campaign images starring Emma Balfour
(who also features in our 25th birthday campaign), alongside beautiful floral still-life images.
Behind the campaign
Models Emma Balfour, Charlee Fraser and Vi
were selected to bring the campaign to life and
showcase MIMCO’s past, present and future.
Working on MIMCO’s
25th birthday campaign
was a privilege. Those
three incredible women
represent Australian
women today – smart,
with diverse beauty.
— Photographer, Darren McDonald
The Limited Edition 25th Birthday book
Own a piece of MIMCO history filled with iconic designs, inspired campaigns
and memorable moments. Edited by former editor-in-chief of Harper’s
BAZAAR Australia, Kellie Hush.
Fashion is a visual medium and being able
to dive into MIMCO’s history via thousands
of images and seeing how the brand
evolved has been a privilege.
— Former Editor-in-Chief Harper’s BAZAAR Australia, Kellie Hush
Celebrating 25 years
of iconic accessories
Hip hip hooray, it’s our (25th)
birthday! When MIMCO was founded
in 1996, our purpose was to create
unique accessories that helped
individuals embrace their own
personal style. And while we’ve
evolved from a humble collection
of just six handbags to global
accessory success, one thing still
rings true: we do it to empower you.
“When MIMCO was
founded in 1996, our aim
was to create stylish
accessories that managed
to balance timelessness
with a unique twist. It’s
been a winning formula,
with MIMCO garnering a
loyal following from
fashion fans the
world over”
— MIMCO Managing Director,
Sarah Rovis.
“I’ve been the managing
director of MIMCO since
2016. It’s been both a
pleasure and an honour to
be involved with the brand
as it continues to evolve and
create a lasting legacy”
— MIMCO Managing Director,
Sarah Rovis.
The 25th Birthday
Collection
Our story began in the 1990s, so it’s only
fitting that the 25th Birthday Collection
was inspired by this iconic decade.
The Icons Collection features five of our
most well-known (and loved) handbags,
reimagined with a modern aesthetic.
Hello, Button Bag!
Our birthday jewellery capsule, the Ode
Collection, includes pieces inspired by
MIMCO jewel icons from the past 25
years—think bracelets, necklacesand
earringsfeaturing our signature mixed
metals, freshwater pearls and shimmering
glass crystals.
On a similarly nostalgic note, the Est. 96
Collection features a range of
‘90s inspired denim accessories—from caps
to backpacks and high-top sneakers.
Finally, a special commemorativesilk scarf,
bucket hat and hair scarf are true collector’s
items, featuring the Ode print—pieced
together using early campaign images
starring Emma Balfour (who also features in
our 25th birthday campaign), alongside
beautiful floral still-life images.
Behind the campaign
Models Emma Balfour, Charlee Fraser and
Vi were selected to bring the campaign
to life and showcase MIMCO’s past,
present and future.
Working on MIMCO’s 25th
birthday campaign was a
privilege. Those three
incredible women represent
Australian women today –
smart, with diverse beauty.
— Photographer, Darren McDonald
The Limited Edition
25th Birthday book
Own a piece of MIMCO history filled with
iconic designs, inspired campaigns and
memorable moments. Edited by former
editor-in-chief of Harper’s BAZAAR
Australia, Kellie Hush.