Accessories chain Mimco has released a fresh campaign from an innovative angle to capture the essence of its consumers.
The brand, formerly part of the Witchery Group and now owned by Country Road, has cast five sets of siblings from its loyal local customer base to feature in its latest Mimco campaign.
The Australian sisters, scoured from the brand's inaugural loyalty rewards program and social network, the Mimcollective, were selected via a competition held in April.
The five sets of Mimco 'sisters' now feature as part of Mimco's Season 2 2013 campaign, showcasing the brand's ‘The Alchemy Symposium’ collection, which will arrive in stores and online from this month.
The Mimco 'Sisters' Season 2 2013 campaign was shot by Christian Blanchard.