“She’ll fight if she has to; she’s strong & is equipped for survival”

At MIMCO, creativity goes beyond our collections. Each of our seasonal campaigns tell a story, and with themes of fierce femininity, unique artistic expression and a warrior muse, S2.15 was no exception.

An insider view of MIMCO S2.15

Bringing to life a striking art-centric season required a blank, but by no means bland, canvas. It was in our best interest to choose a location that was more than just aesthetically alluring, and so the grandiose setting of our S2.15 campaign was decided; An 1890’s ballroom in Melbourne’s South Yarra, originally constructed as a venue for the daughter of the owner’s wedding: an event too lavish for any other space in the city. After many years the house was restored to its former original beauty and grand European proportions in 2011.

The ballroom's ceiling, restored in 2011

Once again, we chose Christian Blanchard to lens our striking muse against a sophisticated backdrop, aiding our Creative Director, Cathryn Wills’ (CW), creative vision for the season.

Christian Blanchard on set for MIMCO

When selecting our muse, it was only natural for us to be drawn to someone that could inspire a fresh and genuine interpretation of our fearless MIMCO woman. There was no choice other than the dynamic and vivacious, international supermodel, Soo Joo Park.

Soo Joo Park on set

She’s championing a transition towards a more culturally and creatively diverse industry.”

Since being announced as the first Asian-American spokeswoman for L’Oreal Paris and opening (and closing) the Chanel Resort show in Korea, Soo Joo has had the fashion world buzzing.

With her cool and refreshingly honest attitude, a degree in architecture, and some seriously killer style, she’s championing a transition towards a more culturally and creatively diverse industry. An industry we couldn’t be more proud to be a part of!

Hair by Richard Kavanagh (@richardkavanagh)

Makeup by Justin Henry (@Justinhenrybeauty)

Go behind the scenes with MIMCO: The Atomic Ranger (video below)

Shop the first chapter of the story, A Delightful Reconnaissance