Accessories chain Mimco has mined its local fan-base for a fresh initiative with a twist.
The brand, recently acquired by the Country Road group, has launched a dynamic new campaign, incorporating film and featuring real-life lovers and fans of the label.
The season one 2013 campaign will showcase Mimco's latest collection ‘Paradise Battalion', modelled by five real couples, selected by the brand via a viral competition.
The accompanying film, directed by filmmaker Nicole Rose, will launch this week in addition to the campaign, across Australia and New Zealand.
The ‘Calling all the Lovers’ competition, launched in October last year, saw five couples plucked from the brand's 'Mimcollective' community, to star in the campaign.
The 10 people each represent their own styling of the ‘Paradise Battalion’ range, taking inspiration from a “romantic view of the future, where the brutality of war and industrialisation has been replaced by an overwhelming and intoxicating beauty”.
Mimco managing director Cathryn Wills said the new imagery, shot by James Geer, also aims to spotlight the brand's Melbourne heritage.
“This campaign is a celebration of love and how it can overcome and outlast any obstacle. Our couples are all very unique and spirited, they all admire Mimco and wear it their own way – and best of all, they are very much in love,” she said.
“We also chose locations that we felt personified Melbourne – relaxed, naturally beautiful and full of hidden treasures.”
The ‘Paradise Battalion' collection is now available in-stores and online.