Mimco’s newly released, Season 1 campaign for 2012 is inspired by the idea of “8 rounds”. Undeniably, they’ve created a truly magical and whimsical campaign. 

“It is said that we need 8 hours of sleep to function properly throughout the day. The precious 8 hours during which we cling to our dreams each night, The lucky number 8 in Chinese numerology, the line of continuity of the number and the duality it presents visually suggesting the shape of an hourglass… The clock starts, Stops, And starts again. 8 in the team. 8 hours of light. 8 surreal locations. 8 unique looks. A pile of eclectic accessories. A chameleon city”

Loving the imagination and creativeness, The different locations and subtly muted colours of dawn and dusk. All of which compliment their collection perfectly.

Shop the range here.

sonia // daring coco
sonia // daring coco

metaphoric love child of debbie harry and stevie nicks. weaver of words. infatuated with shoes.

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