Iconic then, iconic now. Starring our head office team (and some seriously special guests), tune into our scripted vertical series following the lead-up to our 30th birthday celebrations.
A scripted vertical series. A corporate fashion mockumentary for the ages. A celebration of an iconic Australian brand. Introducing SO BACK — Mimco’s new Instagram-first vertical series starring real members of the head office team alongside iconic friends of the brand, including Brittney Saunders, Elliot Garnaut and Elle Ferguson. It’s a little bit The Office. It’s a little bit The Devil Wears… well, Mimco!
Predominantly filmed on location at our Burnley HQ, the series chronicles the beautifully chaotic journey of a legacy Australian accessories brand preparing to celebrate its 30th birthday — from archive deep-dives to unexpected office dramas — all while bringing Re-Edition, a collection of reimagined icons, into the spotlight.
With the brand’s 30th birthday looming large and the second-hand market buzzing with excitement over archival Mimco, General Manager Jennie Moon has a big task ahead: creating a campaign worthy of three decades of iconic design.
From scroll sessions that spark big ideas, to influencer collaborations that don’t quite go to plan and office fridge theft fiascos, SO BACK follows a team trying to balance heritage with hype — and strategy with the spontaneous chaos that brings Mimco’s expressive spirit to life.
Along the way, familiar faces step into the Mimco universe to stir things up. Friends of the brand bring fresh perspective, unexpected energy, and just the right amount of disruption to a workplace powered by creativity, caffeine and questionable lighting.
What starts as a simple question — how do you celebrate 30 years of accessory excellence? — quickly becomes something bigger: a playful exploration of legacy, contemporary office culture and the enduring pull of unique design.
Because if Mimco is “so back”… the question is, what does that actually look like?
Stay tuned.
A scripted vertical series. A corporate fashion mockumentary for the ages. A celebration of an iconic Australian brand. Introducing SO BACK — Mimco’s new Instagram-first vertical series starring real members of the head office team alongside iconic friends of the brand, including Brittney Saunders, Elliot Garnaut and Elle Ferguson. It’s a little bit The Office. It’s a little bit The Devil Wears… well, Mimco!
Predominantly filmed on location at our Burnley HQ, the series chronicles the beautifully chaotic journey of a legacy Australian accessories brand preparing to celebrate its 30th birthday — from archive deep-dives to unexpected office dramas — all while bringing Re-Edition, a collection of reimagined icons, into the spotlight.
