To help launch Mimco’s new season entitled ‘An Unpredictable Revolution’, Taboo took an unexpected approach, giving power to the people, and allowing them to do the talking.
This was achieved via a bloggers challenge whereby Australian, Singaporean, New Zealander and British bloggers were sent items from the collection and were asked to style their own ‘Unpredictable Revolution’ shoot.
The results have been fantastic. Bloggers have eagerly participated (and gone to great lengths staging their shoots), engaging and inspiring the online community with the resulting posts.
The partnership created between Mimco and bloggers has also generated international buzz, with NYC-based fashion and design site Styledon.com describing the campaign as ‘innovative and organic’.