Women’s Fashion Accessories from Amanda Briskin Since 1996
View recent Mimco Collections on the Australian Fashion Review Blog.
Introduction to the Mimco Fashion Label
Ask any self-respecting fashionista on the streets of Australia and beyond if they know who Mimco is, and the likely response is a point to handbag, jewellery, sunglasses or headband. Today, Mimco is arguably Australia’s leading accessories label, yet the fashion giant came from rather humble beginnings.
In 1996, Amanda Briskin, started with just $5,000 and the idea of expressing herself through designing handbags. Without no real initial concept, or any formal training, Briskin launched her accessories label, Mimco to what would be almost instant success. Just a year after the brand’s launch, Mimco obtained their first overseas sale to Fred Segal in the USA and their first standalone store opened just a few years later in 2001 on Melbourne’s Chapel Street.
The accessories brand continued to grow and as of 2011 the Mimco product line has expanded to include handbags and purses, jewellery, hats, gloves, scarves and hair accessories. The extensive Mimco collections are available through 50 standalone Mimco boutiques throughout Australia, as well as through branded David Jones concessions. Mimco is truly an international brand, with additional stand alone boutiques and concessions in the UK, Ireland, New Zealand and Singapore.
Mimco Fashion Label: A Timeline Snapshot
- 1996: Accessories label, Mimco, is founded by Amanda Briskin, despite her having no formal training within any aspect of the fashion industry
- 1997: After just a year in business, Mimco obtains their first overseas sale to Fred Segal in the USA.
- 1998: The brand launches their first range of hair accessories, with their line of Chill Pins being stocked through lifestyle boutiques internationally.
- 1999: The first Mimco leather handbag collection is launched, with their luxe line offering new shapes in top quality leathers.
- 2000: Mimco goes international, signing deals to stock their collections in key department stores in New Zealand, Asia and the UK. Also this year, the brand’s first unisex collection launches, with a range of canvas satchels, which were to become popular throughout the globe.
- 2001: Mimco opens its first stand alone boutique on Melbourne’s über fashionable Chapel Street in South Yarra.
- 2002: The popularity of Mimco sky rockets when, their now infamous, ‘Panda Bag’ features on hit TV show Sex & The City.
- 2003: The Mimco expansion continues when the brand opens its first Sydney boutique on Paddington’s Oxford Street.
- 2004: Mimco is selected as the sole Australian fashion accessory label to be stocked by department store, David Jones – Mimco opens 10 concept concessions in David Jones stores nationally.
- 2005: Mimco win the Best Accessory Designer accolade at the Prix De Marie Claire Awards. Also this year Mimco is the first Australian fashion brand to show a solo collection on the catwalk of Mercedes Australian Fashion Week.
- 2006: Mimco travel to one of the world’s fashion capitals, Paris, stopping stylish Parisian women on the street, to take their photos sporting Mimco accessories.
- 2007: Mimco once again is the recipient of the Prix De Marie Claire, Best Accessory Designer Award. Also this year, founder Amanda Briskin sells the Mimco brand to Gresham Private Equity, which also owns Witchery, for a reported $45 million.
- 2008: Mimco adds a footwear line to their growing product range – the initial collection featured gladiator inspired heels and sandals, and a range of cool loafers. Also this year, Mimco ‘crosses the pond’, with the opening of their first stand alone boutique in the UK.
- 2009: The Mimco brand continues its expansion with the opening of its first concession store in New Zealand at Kirkcaldie & Stains. Actress Gracie Otto is the face of the brand’s Spring Racing campaign, which sponsors the Caulfield Racing Carnival to ensure the race-goers are accessorised, Mimco style.
- 2010: In a year of firsts, Mimco debuts at L’Oreal Melbourne Fashion Festival; the first Singapore stand alone boutique opens; and the first sunglasses collection I launched.
- 2011: Mimco hosts a stand alone Trunk Show at L’Oreal Melbourne Fashion Festival or the first time at Melbourne’s Prahran Town Hall. The collection, entitled ‘Whispers & Anarchy’ was inspired by the 1950’s and 1960’s and featured an eclectic mix of neat satchels, sweet pumps and classic jewellery. Also this year, Mimco collaborates with renowned milliner, Peter Jago to create a limited edition line of hats and oversized fascinators for the Spring Racing season.
The Mimco Philosophy
Mimco have a very clear and genuine passion to create things that persuade women to explore, experiment and play. The brand doesn’t target a particular demographic, instead the Mimco woman is simply one who loves to dress up and knows the effect a killer accessory can have on her look of the day. The Mimco muse is the woman on the street, in the office, or at home – the brand draws its inspiration from the woman they design for. The brand is known for creating accessories with unique characteristics that ultimately ooze style and individuality
Visit the official Mimco website, here.