In aesthetic theory, Mimesis stands for “representation;” particularly the reproduction of an external reality through artistic expression. The mimic act is natural for humans in order to understand their surrounding enviornment.
Following the concept, the brand’s purpose is to promote a process of re-consideration of the meaning of contemporary fashion, collaborating towards an impactful change by celebrating the positive of the present, reconsider the familiarity of the past, in order to build concrete solutions for the upcoming future.

Mimesis has been ideated to become a sub-brand of Margaret Howell as a university project. In light of global concerns regarding consumerism, pollution, and digital anxiety, the sub-brand has been developed to offer community rather than products, by utilising creativity as a common space for connection and enlightening conversations.