“Female empowerment” is the core messaging behind Mimchik’s latest campaign, said cofounder and designer Emma Marciano.
“We’re offering a fresh take on femininity and sexiness, which we felt is important to explore through the female gaze,” Marciano said in a statement.
She and business partner Mia Kazovsky — who launched the Los Angeles-based contemporary womenswear label in 2022 and already count Sydney Sweeney, Emily Ratajkowski, Julia Fox, Megan Fox, SZA and Joey Bada$$ among supporters — tapped four women creatives to bring the brand’s 2024 fall collection to life through photography. The works are currently on display at a pop-up exhibition in West Hollywood.
Amalie Gassmann is among four creatives invited to interpret Mimchik’s latest collection for its new campaign.
Amalie Gassman for Mimchik
“We trusted them wholeheartedly with our designs and wanted to let them imagine the world these clothes live in and tell the story of the wearer,” Marciano, daughter of Guess’ Maurice Marciano, went on. “What I loved most was how personal each photographer made it — giving them full creative freedom was key. You can see aspects of each of them reflected in their work, and it was exciting to see these perspectives come to life in ways we didn’t expect.”
A first look at the pop-exhibit, featuring photographs by the four creatives alongside pieces from Mimchik’s 2024 fall collection.
Creatives Amalie Gassmann, Ganna Bogdan, Lauren Leekley and Yasmine Diba were invited to interpret the themes of the collection, which offers a blend of masculine and feminine influences; the show is running through Wednesday at 8811 Beverly Boulevard, off North Robertson Boulevard.
“Our designs celebrate those who wear them and the lives they lead,” Kazovsky said. “We chose these four women, whom we deeply admire as artists and individuals, and offered them carte blanche to shape their respective campaigns, helping us build the Mimchik world.”
