{"id":797042,"date":"2026-07-13T07:06:14","date_gmt":"2026-07-13T07:06:14","guid":{"rendered":"https:\/\/www.newsbeep.com\/au\/797042\/"},"modified":"2026-07-13T07:06:14","modified_gmt":"2026-07-13T07:06:14","slug":"mimco-celebrates-30-years-with-a-nostalgic-fashion-revival-youll-want-to-shop-before-it-sells-out","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/au\/797042\/","title":{"rendered":"Mimco celebrates 30 years with a nostalgic fashion revival you\u2019ll want to shop before it sells out"},"content":{"rendered":"

For three decades, Mimco has been a constant in Australian wardrobes<\/a>, from first pay cheque splurges to milestone birthday gifts and everyday handbags that have survived years of commuting, brunches and airport terminals.<\/p>\n

Now, the beloved accessories label is celebrating its 30th birthday by looking back at the designs<\/a> that helped make it a household name, while embracing the way shoppers consume fashion in 2026.<\/p>\n

The brand has launched SO BACK: Inside MIMCO HQ, a 10 episode scripted mockumentary-style vertical<\/a> series that takes viewers behind the scenes of one of its biggest anniversaries yet.<\/p>\n

Know the news with the 7NEWS app: Download today Arrow<\/a><\/p>\n

Equal parts comedy, fashion and office chaos, the series follows the countdown to Mimco\u2019s birthday celebrations while documenting the return of some of the brand\u2019s most iconic archive pieces<\/a> through The Re-Edition collection.<\/p>\n

Filmed inside Mimco\u2019s Melbourne headquarters, the series gives audiences a glimpse behind the curtain, from archive searches and campaign planning<\/a> to creator appearances and the inevitable last-minute moments that come with launching a major collection.<\/p>\n

\"TheThe Re-Edition collection proves some accessories are just as stylish 30 years later. Credit: Mimco<\/p>\n

Rather than polished perfection, the series leans into humour and personality,<\/a> offering a fresh take on fashion storytelling that feels made for scrolling.<\/p>\n

The cast blends real members of the Mimco head office team with familiar faces, including Brittney Saunders, Elliot Garnaut, Elle Ferguson, Alex Davidson, Tatenda Luna and Ella Squire<\/a>, creating a mix of scripted entertainment and genuine brand moments.<\/p>\n

Mimco\u2019s first scripted vertical series<\/a> is designed to meet shoppers exactly where they already spend their time.<\/p>\n

\"FashionFashion lovers can celebrate Mimco\u2019s milestone anniversary by shopping seven standout accessories from the collection. Credit: Mimco<\/p>\n

While the episodes provide plenty of laughs, they also serve another purpose by reintroducing some of the accessories that helped define the brand across the past three decades.<\/a><\/p>\n

Nostalgia continues to be one of fashion\u2019s biggest trends, with archive revivals proving just as popular as brand-new collections.<\/p>\n

For shoppers who remember saving up for their first Mimco bag or collecting accessories during the 2000s<\/a> and 2010s, the return of these classic designs taps into a growing appetite for pieces that feel both familiar and timeless.<\/p>\n

At the same time, younger shoppers are discovering many of these styles for the first time<\/a>, giving archive collections a second life with an entirely new audience.<\/p>\n

Jennie Moon, General Manager of Mimco, said the series celebrates the brand\u2019s past while looking towards its future.<\/p>\n

\u201cSO BACK is a celebration of Mimco\u2019s past, present and future.<\/a><\/p>\n

\u201cAs we celebrate 30 years, we wanted to create something that felt unmistakably Mimco, playful, nostalgic and reflective of the way our community connects with us today. The series shines a light on the people behind the brand while bringing some of our most-loved designs back into the spotlight.\u201d<\/a><\/p>\n

\"MimcoMimco is celebrating 30 years with the launch of its playful SO BACK: Inside MIMCO HQ series and the return of some of the brand\u2019s most iconic archive accessories. Credit: Instagram<\/p>\n

New episodes began rolling out from 12 July across Mimco\u2019s social channels, giving fashion fans another reason to tune in each week while revisiting some of the accessories that helped shape Australian style over the past 30 years.<\/a><\/p>\n

If you\u2019ve been waiting for the perfect excuse to add another Mimco piece to your collection, this birthday celebration might just be it.<\/a><\/p>\n

Our seven favourite Mimco picks to shop:Mim Pouch Dot Print<\/a>, $99.95Ace Necklace Gold Tennis Necklace<\/a>, $159.95Shield Tote Bag in black<\/a>, $599.95Luna Mini Crescent Bag<\/a>, $299.95Classico Sunglasses Case in black<\/a>, $99.95Belle Pouch Crossbody Bag<\/a>, $129.95Marla Hoop Earrings<\/a>, $79.95<\/p>\n","protected":false},"excerpt":{"rendered":"For three decades, Mimco has been a constant in Australian wardrobes, from first pay cheque splurges to milestone…\n","protected":false},"author":2,"featured_media":797043,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[180319,194775,64,63,12193,1625,7240,3863,105],"class_list":["post-797042","post","type-post","status-publish","format-standard","has-post-thumbnail","category-technology","tag-7you","tag-7you-fashion","tag-au","tag-australia","tag-explore-more","tag-lifestyle","tag-shopping","tag-sponsored-content","tag-technology"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/797042","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/comments?post=797042"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/797042\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media\/797043"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media?parent=797042"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/categories?post=797042"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/tags?post=797042"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}