CAMPAIGNS
At MIMIR, a campaign is never a backdrop. It is a statement. These are the brand's communication campaigns, each one shot with a single intention: to find the true soul of the brand and put it in front of a lens without compromise. Every frame built around a question: what does it actually mean to be the MIMIR man, and what does the world he moves through look like?
DISCOVER OUR COLLECTION BY CAMPAIGN
EFFORTLESS TRANSITION
Effortless Transition is the SS26 campaign that portraits what versatility means at MIMIR.
A garment so precisely conceived that belongs everywhere its wearer does.
Materials that move and adapts through the long hours without losing their form.
The MIMIR man does not adapt his wardrobe to his life. His wardrobe was built, from the first seam, to keep pace with him.
URBAN EXPLORER
Urban Explorer is the SS26 campaign aiming at capturing the essence of MIMIR's man.
He wakes before the city finds its rhythm.
Headphones on and pace already set, thinking three steps ahead.
He is young, energetic and ambitious.
He finds the gap in the crowd and moves through it without breaking stride.
SÓL
Sól is the SS26 campaign that leans into the long Nordic summer where the sun refuses to set and the world feels suspended in gold.
Here the collection is portrayed in an environment full of contrasts that bring to life some key elements of MIMIR's origins: the unstoppable rhythm of the ocean waves, the black lava rock that preserves the memory of ancient volcanic power, the wind and the clouds that move through it all with their own authority.
MIMIR's garments in these elements and under this light reveal themselves fully.
THOUGHT AND MEMORY
Thought and Memory is the AW26 campaign, rooted in the north where MIMIR itself begins. Iceland: Black sand, green moss, raw nature, farms shaped by centuries, ravens crossing the cold light overhead. A landscape that remembers, and a man who understands what that means. Young in years, older in soul. He knows where his roots are, and carries them into the world he lives in now.
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