MIMCO Is SO Back! Celebrating 30 Years With A Nostalgic Mockumentary Series Featuring Elle Ferguson
running it back
By Kiri Johnston | 24th July 2026Beloved Australian accessories brand MIMCO is embracing nostalgia in a way that feels made for 2026, launching a social-first mockumentary series that takes viewers behind the scenes of its Melbourne headquarters while celebrating three decades of the brand.
Titled SO BACK: Inside MIMCO HQ, the vertical-first series follows MIMCO General Manager Jennie Moon and the team as they prepare for the brand’s 30th birthday celebrations, blending workplace comedy, fashion, archive pieces and internet humour into bite-sized episodes designed for Instagram.
Inspired by the style of The Office and The Devil Wears Prada, the series leans into the growing conversation around fashion nostalgia, revisiting some of MIMCO’s most recognisable designs while poking fun at life inside a fashion head office.
The Re-Edition collection
At the centre of the story is the return of MIMCO’s archive-inspired Re-Edition collection, with cult favourites including the iconic Mim Pouch and Turnlock Bag making a comeback after finding a new generation of fans on resale platforms. The opening episode follows Moon as she discovers the renewed demand for vintage MIMCO pieces online, prompting one big question: if the brand wants to move forward, should it first look back?
A star-studded cast
The series also features a lineup of familiar Australian personalities and long-time friends of the brand, including Brittney Saunders, Elliot Garnaut and Elle Ferguson, who each make appearances throughout the campaign as the team attempts to pull together MIMCO’s biggest birthday celebration yet.
Across the episodes, viewers can expect everything from influencer cameos and vintage shopping missions to office mishaps, social media strategy sessions and plenty of self-aware fashion humour. While the story is fictional, it also offers a playful look at how brands are evolving their storytelling for audiences who increasingly consume content in vertical, short-form formats.
As MIMCO celebrates its milestone anniversary, SO BACK: Inside MIMCO HQ marks another shift in the way Australian fashion brands are connecting with audiences, proving that campaigns can be entertaining while celebrating heritage, product and community all at once. These are the pieces we have our eye on.
The Style Edit
Imagery: Supplied (MIMCO)
