Fashion Over Reason: FOR X MIMO Market

Monday, June 23, 2014


FOR X MIMO Market, Mink Pink, Joa, Chrldr, J Brand, New York City, Miami, Lincoln Center, Fashion Blogger

When your really good friends decide to follow their entrepreneurial spirits and undertake the very difficult task of opening up a clothing boutique, the instinctive reaction is to rally behind them and support their journey. There's no greater joy than being able to share life-defining moments with people you love and believe in -- bearing witness to the triumphs, trials and tribulations, the glorious high highs and the unpreventable lows that come along with starting your own business only leaves you wanting to get involved in their adventure.

My girl friends in Miami are doing just that and the determination they're demonstrating is incredibly inspiring and contagious. Allow me to introduce you, my amazing readers, to my amazing homegirls and their new endeavor: MIMO Market. And I'm super thrilled to have Lisa as a sidekick for this post!

Lincoln Center Plaza, fountain, New York City, Fashion Over Reason X MIMO Market, personal style, fashion blogger, style bloggerLisa Tam MIMO Market, Hélène Heath Fashion Over Reason, Joa shorts, Mink Pink motorcycle vegan leather vest, Chrlrd jalouse t-shirt, J Brand skater cutoffs, Lincoln Center Plaza, Nighttime, fashion, personal style

My girl Lisa and I met years ago during my first internship in New York at Marie Claire magazine. She hired me as her intern after I relentlessly hounded her for weeks. We ended up developing a strong friendship that stood the test of distance for many years until I moved to New York permanently 3 years ago, and again now because she abandoned me left the Big Apple to go back to her hometown of Miami last summer.

The girl has some serious fashion cred: Marie Claire, Elle and more recently, Bloomingdale's. The dream of opening a boutique of her own always lived in her heart and it was an organic progression as she boomeranged back to south Florida.

MIMO Market in NYC with Fashio Over Reason, personal style, showcase at Lincoln Center Plaza, Mink Pink, Joa, Chrldr, J Brand, Jason Wu, Saint Laurent, personal style

She partnered with Lani, an equally talented friend with similar aspirations, and together they founded MIMO Market, the name serving as an acronym for Miami Inspires Modern Originality. Get ready for a new generation of clothing store: the kind that just gets you.

Once they open up in August, they're slated to become a not-to-be-missed destination for personal style in the booming area of Wynwood, thanks in part to their involvement in the community and the buzz they're already garnering via social media. And bring your boyfriend because they've got menswear too.

Lincoln Center fountain, Upper West Side New York City, MIMO Market and Fashion Over Reason collaboration, shenanigans, friends

Certainly, everyone reading this is familiar with Miami? Now, tell me: what is the first thing that springs to mind when conjuring up images of the city where the heat is on? South Beach? Nightlife? Bodycon dresses? Skin galore? Douchery (yep, I'm going there)? You're not alone.

But think again.

The next time you find yourself booking a trip to the steamy party capital, do NOT leave without a pilgrimage to Wynwood. It's the hottest up and coming area, it's where street art is king, the cool kids hang, locals frequent and trends are born. All those murals plastering your Instagram feed thanks to the Art Basel-dwelling scene you follow on the social platform? All in Wynwood.

MIMO Market and Fashion Over Reason, Motorcycle leather vest, personal style, fashion

Speaking of scene, are you tired of Collins Avenue or the pretentious vibes of Fontainebleau? Look no further than Wynwood for a conglomeration of pop-up galleries, live art shows, delicious food and all-around radness. Above all, this budding neighborhood is all about its sense of community. There's incredible support and camaraderie between the businesses, which makes you feel like you're actually a part of something even bigger as a contributor to this new dynamic area. It's truly palpable.

MIMO Market in NYC, Lincoln Center, Fashion Over Reason, personal style, fashion, Miami, Wynwood, friends, collaboration, style bloggers

So when my Chinese princess, Lisa, graced New York City with her presence last week, we seized the obvious opportunity to collaborate. I'm so excited to share the awesomeness of MIMO Market with you guys, as we're both wearing pieces that will be available in the shop come their August opening.

As you can tell, the vibe is cool, versatile, edgy, affordable, young and fun. Our personal styles are on two ends of the spectrum, and the MIMO merch caters to us both. Their democratic approach is something that all women can relate to and that will no doubt make their patrons faithful regulars.

MIMO Market outfits, Wynwood Miami, clothing boutique, fashion is fun, personal style, personalized outfits

Lisa and Lani are making MIMO more than just a store. They're able to telegraph their vision by creating a MIMO world via a creative, inspiring blog, as well as a strong social media presence. They're laying the groundwork in order to be able to assert MIMO as a mainstay on the scene. My girl friends are mini moguls, what can I say?

MIMO Market Miami, Chrldr Jalouse tee, Mink Pink vegan leather vest, Saint Laurent Arty ring, Lauren Wolf pearl earrings, personal style, Rings & Tings oversized ID chain necklaceChrldr grey jalouse tee, Mink Pink vegan leather moto vest, Lincoln Center, MIMO Market clothesMIMO Market Miami, clothing boutique in Wynwood, Mink Pink moto sleeveless vegan leather vest, Chrldr grey Jalouse tee, J Brand skater cutoffs, Jason Wu sandals high heels, oversized id chain necklaceBlack and grey, motorcycle rock 'n roll style, sleeveless leather vest, J Brand, Mink Pink Chrldr, Jason Wu, MIMO Market MiamiMIMO Market Miami in New York City, friends, fashion, personal style, collaboration, creative minds, Mink Pink, J Brand, Chrdlr, Jason Wu, Joa, photo shootLincoln Center Plaza at Nighttime, photoshoot, MIMO Market clothing boutique in New York City, Chrldr Jalouse tee, Mink Pink moto leather vest, Joa print shorts, summer rain, foliage
Photos by Ian Rusiana

On Me:
T-shirt - Chrldr (available at MIMO Market in August)
Vegan leather vest - Mink Pink (available at MIMO Market in August)
Cutoffs - J Brand (similar)
Shoes - Jason Wu
Earrings - Lauren Wolf
Necklace - Rings & Tings (similar)
Rings - Saint Laurent, vintage & Chic Peek

On Lisa:
Joa shorts, available at MIMO Market in August

Follow MIMO Market on Instagram, Twitter and Facebook to keep up with all the updates!

As I mentioned earlier, building a business from the ground up (literally and figuratively) means not only moments of great joy, but also overcoming a series of hurdles. Conquering financial challenges fortunately come with practical solutions, like calling on the human spirit to lend a hand. Including yours!


You'll be able to learn more about what they're doing and become a part of their journey as well. Whether you donate $5 or $50, they're offering great incentives for you generosity and your cash is sure to go a very long way for two girls who are developing something really amazing. There are only 9 days left to their campaign, make it count you guys!


ALLIE NYC said...

Oh wow, this is exciting. You are so right, I love when I see people following their passions and taking it the next level. You would have thought working at Marie Claire would have enough of a career kudos to her for taking a risk and starting over. Nice!

Allie of ALLIE NYC

Margaret Dallospedale said...

So amazing photos and I love your outfit Helene.
Maggie D.
The Indian Savage Diary

Annette said...

Congrats to your friends, the pics are so pretty :)

Bianca Nieves said...

So cool! Congrats and a two ups! xx

Allie said...

Lovely vest! <3

Sweet Madame Blue

Mindy Erazo said...

Great outfits - love that leather style vest!


Unknown said...

This is so awesome and exciting! congratulations to your girlfriends, I wish them all the success of the world!


A Very Sweet Blog said...

I think that is so sensational! Really cool endeavor and I wish them the best of luck! You look so cute! I love that tee.

Unknown said...

that leather gillet and denim jacket are so so cool

Lisette Pool - 24/7 STYLISH said...

Great outfit! I wish you and the business all the best! It is hard work but in the end it will be worth it. You learn so much from it!

Love, Lisette

Natalia | Look-A-Porter said...

Good luck to your friends! It's such a huge adventure, but also a very exciting one! x

Jade | The Jade Aesthetic said...

Jalouse? I love the tee :o This is such an inspiring journery - good luck Lisa and Lani and MIMO Market!!!

Jade | The Jade Aesthetic

taislany said...

love your look! specially the shirt lol


Corinne said...

look at you fashionable ladies killing it!!
and congrats to your friend! i don't know if i'd ever have that much fearlessness to follow my dreams like that!
& menswear as well? Sold!
xx Corinne

Coco Cami said...

Great post! I love your blog and I have followed you with Bloglovin and GFC. If you ever get a chance to check out my blog I would be delighted, thanks.
Camille xo.

Unknown said...

Niceeee ;)

Johanna said...

Love your look here and that killer vest!

I hope you can join my link up on Wednesday, tomorrow!

Coco said...

It's so great of you to support your friends! They look super glam and bound to have the greatest success. Good luck girls!!
Coco et La vie en rose / Bloglovin / Facebook

Lien Steyaert said...

Wow, aaah you're so pretty and I love the shorts you're wearing!

Margot said...

I love the photos. There are beautiful.
Yours outfits are very cool.

Sam said...

Wonderful photos, both outfits are stunningly chic. Thanks so much for taking the time to stop by :)

Because I'm Obsessed said...

So awesome. Congratulations to your friend! I can't wait to see what else they have to offer in August! Totally diggin' both of your outfits --especially your tee!

Because I'm Obsessed

JANICE G said...

wonderful photos
the STYLE Fringe BLOG

Mabel and Zora said...

This is the cutest little story of true friendship and fashion colliding.

Unknown said...

You both have amazing style!

Aimee Lake said...

Wow pretty! Try to visit they have nice dresses and accessories too!