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Our Story

All for Mimi redefines fashion, blending classic elegance with contemporary trends. We create timeless, on-trend pieces that are plastic-neutral and celebrate diversity.

Our Inspiration

Meet Mimi

Ruby Musgrave, known to her loved ones as Mimi, was a self-made fashion icon. Born in 1907, Mimi launched her own bridal couture and lingerie boutique in Mosman during the roaring 1920s, a time when female entrepreneurship was few and far in between. 

Mimi was known to all for her eccentric style and always being immaculately dressed. She was a true fashion icon, with an eye for detail that set her apart from the crowd. In a few words, Mimi was confident, elegant and daring.

Our Founder

Message from Soph

“Mimi was my great-great-grandmother. My mum and grandma have told me many stories about how bold she was in starting her own fashion line, at a time where women were seen as inferior to men and incapable of succeeding in business. I was not fortunate enough to meet her, but with every story, I grew more and more connected to her.

Her love for glamorous fashion, coupled with her refusing to accept the status quo, has stayed with me as I’ve grown into the woman I am with a desire to follow in her footsteps. I wanted to dedicate my brand to Mimi in her honour, and I hope to carry on her legacy in my work.”


The Beginning of All for Mimi

All For Mimi has officially debuted, making a splash in the fashion scene with exclusive designs crafted by the queen herself, Soph. Committed to diversity and sustainability, All For Mimi creates timeless, on-trend pieces that are not only fashion-forward but also plastic-neutral.

We aspire to redefine the fashion landscape by celebrating inclusivity and fostering eco-conscious choices, thereby setting a new standard for the industry.

Our Commitments To You

Giving Back

A percentage of all our profits are donated to Ronald

McDonald House to help support their essential work

For Every Body

Celebrating diversity and inclusivity

Sustainable packaging

All of our packaging components are

sustainable and eco-friendly

"I hope you love these products as much as I have enjoyed designing them"