One viral hit after another is the routine Aussie small business, All For Mimi, has found themselves in.
And whilst juggling a full time business and content creation workload, business owner Sophia Begg — or to some Sopha Dopha — says she owes it all to the support of her team and mum.
Since capturing the hearts of many young Aussies, All For Mimi has grown into a nationwide phenomenon that isn’t slowing down.
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From viral tanks that some have been compared to magic in a bottle, to swimwear and activewear — All For Mimi are putting quality Aussie fashion made by small businesses on the map.
“When our tanks first blew up, it was extremely hard to keep up with the demand and took months to catch up,” Sophia told 7You.
“Now we finally feel on top of it but it has taken a while to learn our customer when placing orders and stock number.”
Growing both her personal brand and clothing company wasn’t without its challenges, but now with the support of her team, Sophia says that the key to having a successful business comes from who you surround yourself with.
“It has been such a wild five years and truly never something I thought would ever happen to me — growing up I thought I would always be a doctor, and never imagined this would be my life. Juggling both jobs, influencer and business owner, was definitely one of the hardest parts for me,” Sophia added.
“I found it quite hard to put 100 per cent into both.
“I don’t like to do anything half heartedly and always give everything my all. But I had to learn to balance both and not give them both 100 per cent all the time. I tried to do this at the start and it caused severe burnout. I think having an amazing team and business partner means I can still do my content creation.”
Now with over 138k followers, All For Mimi secured Business of the Year at the 2025 TikTok Awards — and the hype is not slowing down.
Recently launching their Freja collection and the highly anticipated Harpers, All For Mimi have built a once in a blue moon relationship with their customer base.
Building an online community where their customers feel supported and heard rapidly became the top priority, it was never about staying on top of trends and aligning themselves closely to their competitors — it transformed into creating something made for their people.
“The AFM team works 4-6 months ahead of schedule so it is quite hard to stay on top of trends as we can’t turn around product as quickly as fast fashion brands can,” Sophia said.
“The most important thing to us, is listening to our customers and creating pieces they want to see.”
So if you haven’t bit the bullet and purchased your very own viral AFM Tank, then this is your sign — otherwise I have handpicked my favourite items in the All For Mimi roundup for you to enjoy.
Happy Shopping!
Freja – Noa, Yellow/Brown Cami & Pants
Think elevated loungewear, the Noa was designed with versatility and elevated comfort in mind.
From around the house lazy Sundays to the last minute dash into town to pick up some must-haves for the weekend, the Noa set is the perfect way to feel and look put together no matter the task at hand.
When I got my hands on the Noa set the first thing my partner said to me was, “Wow that looks nice, you could wear that anywhere,” and for a runner and Tradie who rotates the same three UNIQLO shirts this is the biggest compliment I could hope for.
“Freja Knit is the perfect edit of two sets that can be dressed up or down but is still comfy and cozy,” Sophia told 7You.
Made from 45% Acrylic, 28% Polyamide and 27% Polyester, the knitted Cami and Pants set is a relaxed fit with adjustable straps and waistband to help you find your perfect fit.
Reaching for the Noa set once the weekend rolls around has been a no brainer, it’s become my new favourite comfort fit when I don’t necessarily want to get out my pjs but know I need to, to get shit done — you know the feeling.
This set is the best way to score three killer outfits no matter the time of day, style them together for the complete Noa look or pair the Cami with your favourite pair of jeans or the pants with the All For Mimi viral Tank to switch it up.
Get the complete Noa set for just $168 now, and elevate your winter capsule wardrobe today.
Freja – Romi, Blue/Brown Button Knit & Shorts
If you have been on the hunt for a set that is perfect for those days where it’s too hot for pants but not cold enough to wear a jumper then the Romi is the perfect solution.
The Button Up Knit and Mohair Short’s has very quickly become a fan favourite.
Made from 70% Polyester, 23% Polyamide, 5% Wool and 2% Spandex, the bold Blue and Brown stripe combo blends soft, cosy comfort with elevated everyday wear.
The entire Freja collection was designed to function as one of the most versatile options in your closet and coming into Winter having both a pant and shorts option for the recent variation in temperature is ideal for every Aussie.
“I knew as we headed into the colder seasons I wanted to do a Scandi inspired edit that could be worn in the warmer and cooler months,” Sophia told 7You.
“Freja Knit is the perfect edit of 2 sets that can be dressed up or down but is still comfy and cozy.”
Drawing inspiration from simple yet functional pieces, AFM wanted to draw exposure toward elevated comfort — using designs and aesthetics found in fashion from Denmark and Norway as a catalyst for the Freja collection.
What better time to elevate your winter wardrobe then now. Get your hands on this stunning Button Up Knit for $109 and the Mohair Shorts for $79 — sizes are limited.
Aura Active – Periwinkle, Lilac, Lemon and White
Activewear has never looked this chic.
Available in four different colourways, the road to comfort activewear has never looked cuter and with the range of styles available, AFM have hit the nail on the head for diversity.
As someone with a bigger bust, my criteria for activewear that doesn’t make me feel uncomfortable but still looks cute is quite extensive.
But the Racerback Tank and Layer Crop tick all the right boxes.
Made from 70% Nylon and 30% Spandex, the Racerback Tank has thin straps but still offers the support my back needs when exercising.
And I’m not the only one who agrees — many happy shoppers taking to Instagram and urging girls with bigger busts to trust in the AFM designs.
“I’m someone that has pretty much an entire black wardrobe so buying this tank felt scary!! But this is the most flattering and comfortable tank I’ve ever put on my body!!” said Vanessa when purchasing the Racerback in White
“It snatches all the right places and holds the girls really nice. For reference I’m usually a size 8-10 and have a DD cup and I got a size 8 and it’s perfect!! It’s snatching but got some stretch to it.”
The entire Aura Active range is available in White, Periwinkle, Lilac and Lemon and if a Tank or Layered Crop isn’t your style then why not snatch up the Halter Crop, V Front Bike Shorts, Subtle Scrunch Bike Shorts or the Subtle Scrunch leggings.
Available now and finally back in stock, now is your chance to stock up on cloud like activewear whilst stocks last.
The Harper – Powder Blue & Sand
Released just last week are the highly anticipated additional colours of best selling Harper bomber jackets.
The faux-suede bomber in Cocoa and Vanilla was snatched up quicker then Winter could even roll around last season and now after much anticipation AFM are bringing them back.
“This jacket is such good quality and the colour is perfect !! It is so nicely fitted so if you are looking for an oversized look potentially size up,” said Annabel, a happy AFM shopper.
“This jacket will now forever be in my winter rotation. Slayed the boots.”
Coming in hot in Powder Blue and Sand, these bomber jackets will become your most reached for item this winter.
This classic style is made from 90% Polyester and 10% Spandex on the outer layer and 100% Polyester in the inner lining, making it ideal for winter layering zipped up or undone.
The soft, lined, thick ribbed collar and waistband also allows shoppers to turn the waistband in on itself to achieve a cropped look.
Either way The Harper is set to sell-out and I for one will be snatching up one in the colour Sand once they hit the website at 6pm.
So where to from here?
With expansion into international markets on the cards, the supply and demand for the highly coveted designs is sure to grow exponentially.
“One of our goals is to grow our overseas audience and step into the UK and US market,” Sophia added.
“We would also love to explore a pop up in the future where customers can come meet us and feel our pieces in person.”
All For Mimi is set to continue climbing the ranks in Aussie Small Businesses and even landing straight into the hands of some of your favourite celebrities.
The dream for Sophia is to collab with the likes of Hailey Bieber but for now continuing to master the art of quality pieces and designs is at the top of the list.
