FLUIDITY, FAIRNESS AND FUN: MIMI CASTING ON INCLUSION AND EXPANSION WITHIN THE CASTING INDUSTRY.
INTERVIEW WITH IMOGEN WILSON (SHE/HER) OF MIMI CASTING
@it.girl.underworld
@mimi.casting
@studio.mimi
There is no doubt that figures within the fashion industry have been moving to revolutionise its image in response to longstanding calls for increased diversity and inclusion.
Major brands and events, however, such as Australian Fashion Week, have undeniably been slower to the call, which has been attributed to enduring industry biases, and should be all but excused. The prioritisation of representation would not only benefit businesses and organisations, but broaden the horizons of the entire fashion community, and is something to continue striving for in the years to come.
Currently, the real grassroots work in this area shines through the endeavours of small businesses and creative institutions across the country that hold a representation of their fellow community members at the centrefold of their practice. Many burgeoning creatives, organisations and brands are making strides in this area - working to champion a range of body types and new faces, as well as the upheaval of homogeneous portrayals within the fashion industry.
To understand what it takes to implement a more inclusive approach to modelling, I’ve decided to go straight to the source, an expert in casting, content and model management. The casting industry is quiet, yet mighty, and undertakes a lot of the behind-the-scenes work - often involving finding fresh faces for the industry and uniquely tailoring models to bring campaigns to life.
Mimi Casting, based in Sydney (Eora), is a casting agency that takes pride in “fostering positive experiences and ensuring fair treatment in an industry that can often be harmful and exclusionary.” I spoke with Imogen, Visual Director and proud Head of Mimi World, about the roots of Mimi Casting as well as their sister service, Studio Mimi. We unpacked their ethos and practice, her plans for expansion, the Mimi universe, and how this all fits within the ever-expanding fashion industry.
Imogen is a 31-year-old, Wellington-born, Kiwi creative currently based in Sydney, Australia. Imogen first stepped foot into the creative industry at a young age. A tale as old as time for many budding creatives - Imogen’s earlier days in her career included her juggling multiple day jobs, whilst spending a lot of her free time learning the ropes of the industry. Her resume to date is nothing short of impressive. Initially emerging as a writer, Imogen's interests shifted throughout the years, as she found her footing in the creative world - moving from writing to styling to photography - through which she was introduced to the casting industry.
Imogen prefaces that her success “hasn’t been an overnight rise - it’s been a decade of trial and error,” which is something she likes to regularly remind others of. With the fast-paced nature of the fashion industry, it’s no surprise that shifting between roles and creative disciplines has been a constant throughout Imogen’s career, and she says that she has embraced every step of that process.
Mimi Casting found its feet midway through the COVID-19 pandemic when Imogen found her Australian tenure to be extended longer than first planned. This was the moment when she decided to embark on the creation of a ‘less traditional’ modelling agency.
“I wanted to create something accessible to everyone—fluid in terms of casting choices and commitment, something adaptable. I wanted a model that allowed me to work with a variety of people while helping shift the talent experience into a more positive, modern space”.
“I wanted to create something accessible to everyone—fluid in terms of casting choices and commitment, something adaptable. I wanted a model that allowed me to work with a variety of people while helping shift the talent experience into a more positive, modern space”.
Mimi’s take on the casting process stood out to me largely because of their resource, the ‘Join Mimi Network.’ This service is an open talent database, or ‘digital talent radar’ as dubbed by the Mimi team, which operates on sign-ups from both established models and fresh faces looking to expand their horizons within the industry. The process includes a series of questions, some being as typical as name, date of birth etc, with others being more unique and personalised, for example, ‘What sizes do you feel most comfortable in?’ versus traditionally asking for a model's measurements.
The entire process is built to prioritise a comfortable, accessible experience for each applicant, allowing anyone interested in pursuing modelling to have a chance to do so. Some considerations throughout the application process that stood out were for things such as cultural backgrounds (i.e supporting talent in acquiring roles relevant to their culture and community), encouraging the aspirant to highlight their personal style and the inclusion of ‘Mimi Guidebook Tips’ which works to guide newer models that may have less context or knowledge on existing best practice and procedures. For the Mimi team, this directory of talent opens up relevant (both immediate and future) opportunities through tailored pairings for both model and client.
Additionally, their ‘Consult & Content’ sessions also work to platform their talent in a distinctive manner that allows them to stand out from others in the industry. As their booking page outlines, the ‘Consult & Content’ sessions are a “personalised bespoke service specialising in the comprehensive development and promotion of both emerging and established talent,” in which the talent receives strategic direction and comprehension of the modelling and talent industry from the team. The purpose of this service is for talent to “[walk] away with not only confidence but refreshing and professional content to approach a range of new projects, casting calls, agency applications and grow their portfolio,” with each session being considerately and intimately customised to the talents personal goals.
Imogen’s prioritisation of her practice as much as the final product is what makes this endeavour stand out amongst the crowd and she is adamant that the importance of casting can’t be overstated. Mimi’s form of practice means they like to remain flexible with their sources - casting from the Join Mimi Network (freelance models and those with agents), open casting calls, street casting, and even the most random of encounters. “The process of choosing the right talent, both in front and behind the camera, can make or break any project,” Imogen outlines.
“It’s important to foster positive experiences and ensure fair treatment in an industry that can often be harmful and exclusionary. Our ethos is rooted in kindness, guidance, and a commitment to positive work. We prioritise transparency around time and money for every project. Curiosity and openness to growth are also key.”
Mimi Casting will always remain as the core service for Imogen, but for her, it “just made sense to expand.” Cue STUDIO MIMI, Mimi Castings sister service, established in 2024 with friend and Mimi universe OG, Honor Munro. Through their services, STUDIO MIMI cultivates energised content and spaces for clients and creatives they work alongside, that cater specifically to their individual needs.
“For the small brands we love, we provide much-needed support in strategy and execution. For larger brands, we bring something fresh and non-conventional.”
Aside from keeping the team afloat, these ‘micro-services’ additionally allow the Mimi team to work closer with clients, working to foster ongoing collaboration with like-minded creatives. They believe that the “experience of doing the work is just as important as the final result” - a belief that shines throughout the hard work and dedication to their craft and community.
“People remember how they felt during a project, and we want that memory to be positive. I always say the billboard we cast might look amazing, but if the process was negative and people felt in any way not amazing, what’s the point?”
Although nothing is set in stone at this stage, future expansion feels only necessary for Imogen, as she believes the Mimi universe is “constantly evolving, refining how we work and adapting to new ideas and industry insights,” so be sure to keep your eyes peeled.
“We’ve seen how much support emerging creatives need, and we’re just as passionate about helping them grow as we are about nurturing on-camera talent.”
In parting, I asked Imogen if she had any final advice to anyone who may be interested in breaking into the casting industry. Her answer was simple: “Ask questions. Stay curious. Be patient. Neglect any ego and remember to have fun.”
And I think that sums up the Mimi universe perfectly.