MIMI The Label Debuts New 2020 Collection with Miami Swim Week Presentation

MIMI The Label Debuts New 2020 Collection with Miami Swim Week Presentation

Represented by Bollare.

NY-based swimwear brand, MIMI The Label, debuted their new 2020 Collection at Miami Swim Week, with a western-inspired presentation at The Confidante 1930’s House. Marking their 2nd time at the seaside fashion week, after having just launched last summer, the must-have brand returned to leave another memorable stamp on MSW.

The ambiance of the presentation paid homage to the Texas roots of founders, Katie Newman & Haley Arias. With wooden accents, pink florals, and feathery pampas grass, the event set the scene for what’s to come from the budding brand. While guests mingled around the historic bungalow, models posed in the new swimwear styles with chic cowboy boots topping off their looks.


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Photos: MIMI The Label_Shaye Babb

In designing the 2020 collection, Katie & Haley focused on creating pieces that were both wearable and transitional. The result was a beautifully bold, yet simply chic, color scheme of a ribbed black and a one-of-a-kind muted leopard print (custom designed with a Brazilian vendor).

Meant for every piece to have the potential to be paired together, the brand’s original classic and effortless silhouettes were joined by two new figure-flattering styles – a flirty cut-out one-piece and knotted tie-front bikini top. Among the cheeky criss-cross and one-shoulder tops, high-waisted bottoms, and unconventional bodysuits, were also more modest triangle tops and low-rise bottoms, providing feminine options for all body types.


The idea to design a luxury swim and ready to wear collection began in 2017 when Katharine Newman and Haley Arias made the life-changing decision to start a business out of their West Village apartment. Named after their Texas born grandmothers and inspired by the strong women in their life, MIMI the label became a reality in 2018.

Each style embodies and is thoughtfully named after a confident, inspiring woman in Katharine or Haley’s life. Their aim is to bring a distinctive fuse between the classic swimwear styles of the 80s and avant-garde fashion trends seen on the runway. Every design is a mix of feminine, wearable, and dramatic elements that blend sensuality with effortlessness through high and low-cuts, innovative silhouettes, and captivating tones and motifs.

Versatile and minimal by design, all MIMI pieces are meant to be mixed and matched and can be styled for daytime and into the evening. MIMI brings an elevated, fashion-forward sensibility to women’s swimwear. Made by artisan tailors in the heart of LA with high-quality fabrics sourced from around the world.


Learn More

Miami Swim Week

With love,


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