All for Mimi: behind the brand

Interview with Sophia Begg - Founder of All for Mimi

Describe the moment you came up with the idea for your brand.

I knew i wanted to create All For Mimi when i found there was a gap in the market and i was constantly looking for pieces that i couldn't fine. I really had a lot of people asking me for a while if coming up with a brand was something i wanted to do and to be honest for a long time it was not in my future plans and i didn't really see myself doing that. But as soon as i found this gap i knew it was time to make that leap.

What was first step you took to start your brand?

The first step i took was going straight to mum, i go to her about everything. We are the dream team. Then it was just us reaserching and looking more into it.

What Inspires All for Mimi?

What inspired All fir Mimi is 100% my personal style. Every single piece i have released and will be releasing is 100% me and i am obsessed with and will live and breathe. i will never bring out something that i don't 100% believe in and love.

What is the meaning behind the brand name?

The deeper meaning behind the brand name. Mimi is basically my great great grandmother. she was this icon in the 20's. She was a designer and a dress maker. I try and embody her daily and i really hope she is looking down cheering us on. This brand is to honer her and bring her past designs to life in a new modern way. my grandma tells me all these stories about Mimi and i really wish i could have met her because she sounds just like me to be honest.

What is your favourite moment working on your brand so far?

I think my favourite moment of this brand so far was seeing my designs come to life. I think being able to actually feel them and see them and wear them was such a rewarding feeling after the long long process of designing and sampling. So i feel like the photoshoot was probably my favourite moment seeing all the beautiful girls and body's in our swim and pyjamas honestly such a great feeling.