Whirlwind Mim hits a winner with fashion niche

By Ian Williams 

Fashion designer Mim Harvey is a proud risk taker who never shies from making spur-of-the-moment decisions.

It’s a dare-devil approach that has seen the young businesswoman launch her own online label to great success and she’s now opened her first Adelaide store.

Harvey the Label opened in Rundle Place in February and demand has been so strong that after just two weeks the shelves were looking a bit sparse.

“Like everything I do the pop-up store was a snap decision but it’s gone so well I’m now looking for a permanent site,” says Mim. “I quickly sold out of quite a few styles which was a bit of a problem until my new stock arrived.”

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Mim Harvey

Mim launched her label online two years ago and designs both the clothing and the prints.

She describes her designs as “multifunction-ware” – clothing that fits all shapes and sizes and can be worn various ways.

“It’s a very practical approach because people don’t want to invest in an item and wear it just the once. With my clothing, they have something that can look quite different the next day.

“I add classical styling that women know they are going to look great in and they can rework it back into their own wardrobe. A lot of my stuff can be worn at night to work, for everything.”

The former TAFE SA design graduate was previously an international wholesale manager for a bridal formalwear company in Melbourne which gave her access to clothing stockists around the world.

She used these contacts to give her new label high visibility in about 150 stores and online clothing sites internationally.

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“My stockists were doing so well with the label and kept reordering to cover all the seasons that I decided to open my own store,” says Mim. “Rundle Place was fantastic in letting me have the pop-up store and the lease is for two months when I’ll want something permanent.”

Mim is also planning to give her label international exposure by taking it to the Coterie fashion show in New York next year.

She’s a whirlwind of activity who rarely takes a day off and works all hours.

“I’ve just thrown myself into the label completely,” she says. “I’m 28 now and when you’re in your 20s you can pretty much take risks and not think about the consequences.

“I just think in this life you have to make a go of it and if you bugger up, you bugger up. People tell me it’s all moving very quickly but that’s how I like to do things.”

Visit Harvey the Label Facebook page.


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