Mimco is marking its 25th anniversary with the launch of a capsule collection and coffee table book that explores the brand's past, present and future.
The brand, which now forms part of the Country Road Group, was founded in 1996 and launched with a collection of only six bags.
In 2001 the brand opened its first boutique in Melbourne's Chapel St, and now boasts over 100 retail locations, including in David Jones and online.
In addition to its growth, Mimco has also forged long lasting partnerships with Ethical Fashion Initiative, Our Watch, HERproject and the National Gallery of Victoria over its 25 years.
Mimco MD Sarah Rovis welcomed the launch of the celebratory campaign.
"As we celebrate the brand’s 25th birthday, I’ve loved reflecting on Mimco's long history.
"Looking back on our humble beginnings, iconic designs, inspired campaigns and the talented creatives who helped put them together, our continued commitment to sustainability and giving back to the community, there is so much that makes the Mimco brand unique," she said.
The celebratory capsule collection will include a range of pieces that nod to the 90s and Mimco's history, including re-additions of some of Mimco's most revered bags, heritage hardware across a range of accessories, jewellery pieces that pay homage to materials and profiles from early collections, and soft accessories featuring a commemorative print.
Meanwhile, the coffee table book has been curated by Harper's Bazaar former editor-in-chief Kellie Hush, and explores 25 years of Mimco's campaigns, designs and memorable moments.
The book will come with an 'est. 1996' tote that has been produced in partnership with the Ethical Fashion initiative.
Rovis added that the celebrations will continue in-store.
"We look forward to sharing the festivities with a milestone birthday event, in store experiences for our most loyal customers, a celebratory gift with purchase and of course the birthday capsule collection and coffee table book," she said.
Fronting the brand's 25-year campaign is Emma Balfour, Charlee Fraser and rising talent Vaibhavi Lath.
Mimco's 25th birthday capsule collection and coffee table book will be available in store and online on June 20.
The book will retail for $99.95.