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MIMCO has announced that Aussie ‘it’ girl, Charlee Fraser, is the face of its new campaign, Mistress Elemental. From Newcastle to the high fashion runways in Paris, Milan and New York, Fraser was the breakout star of the AW 16/17 shows walking for the likes of Balenciaga, Céline, Chanel, Chloe, and Dior. According to MIMCO’s head of marketing, Georgia Hack, Fraser’s down-to-earth attitude made her the perfect muse for the new campaign.

Iconic landscapes in South Australia, including the Flinders Ranges and the pink salt-scape of Lake Bumbunga, formed the breathtaking backdrop for the new campaign, which was shot by leading Australian photographer Trevor King.


The new collection launches in Mimco boutiques and online at later this month


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