This weekend, Sunday Style (the Design Issue) featured Soo Joo Park, the muse for our Season 2, 2015 campaign. Shot against Sydney’s newest iconic building, designed by the legendary Frank Gehry, the shoot was a fitting location for Park who is an architecture graduate with a passion for creativity.

Soo Joo Park ambled into the spotlight at the Chanel Haute Couture Spring ’13 fashion show in Paris, and she hasn’t left it since. Considered by many to be the protégée of fashion’s grande dame, Carine Roitfeld, Park has since walked for Tom Ford, Fendi, and other houses unrivaled in their iconic status. But there’s much more than meets the eye when it comes to the 26 year old Korean-born beauty, who embraces creativity in everything she does, including how she dresses.

Her fascination with the emotive side of the design process draws parallels to how our creative director, Cathryn Wills, and our senior design team work together

At MIMCO, design and creativity are at the heart of everything we do, and while Soo Joo never intended to pursue a career in architecture after studying it at Berkley University, her fascination with the emotive side of the design process draws parallels to how our creative director, Cathryn Wills, and our senior design team work together when creating a collection. With her appreciation of form, function and shape, Park is in her element as she manipulates the rippled texture of the Gehry building, standing strong against its waves. With a sharp intellect to match her rule-bending attitude, Park’s unbridled individuality aligns with MIMCO’s ethos of working with strong, creative women who continually break ground.

Sculptural silhouettes and a strong female presence embodied the editorial shoot, styled by Kelly Hume and captured by Steven Chee; a perfect alignment to the fierce, artful “Ranger” muse Soo Joo portrays in our campaign. 

Soo Joo, behind the scenes for MIMCO S2.15

With a design process grounded by constant and unexpected inspiration and a creativity imbued with eclecticism and strength, MIMCO, and the model of the moment, Soo Joo were destined to align.

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