Travellers go wild over a must-have item

A simple yet chic tracksuit set has become a must-have for travellers – and it’s so popular that one of the colours sold out in just five minutes.

Australian fashion-forward brand All For Mimi has been struggling to keep up with demand since releasing its viral hoodies and track pants in early May.

The set features buttery-soft fabric, perfect for anyone looking to elevate their airport loungewear while travelling in comfort – or avoid the stress of choosing an outfit for an early morning flight.

All For Mimi founder Sophia Begg designed the track sets herself, with the range offering three ‘dreamy’ colours: Midnight, Chill and Scarlett.

On the night of the launch on May 2, Midnight proved to be a fan favourite colour, selling out in just minutes.

‘It’s such a crazy feeling,’ Sophia told FEMAIL.

‘Working so hard on a product and seeing the customers and community love it and feel confident in our pieces is an unexplainable feeling.’

The track set, featuring a zip jacket ($109), hoodie ($99) and track pants ($89), has been a huge hit among shoppers, with many calling it ‘the best airport fit to exist’.

‘Obsessed is an understatement,’ one said. 

‘Total vibes, love it,’ another shared. 

The 21-year-old, who hails from NSW, is a full time content creator with more than two million followers across her social media platforms. 

She was inspired to create her clothing brand All For Mimi, as a sweet nod to her great-great-grandmother Mimi, who was a fashion designer herself.

‘I was not fortunate enough to meet her, but with every story, I grew more and more connected to her,’ Sophia said. 

‘Her love for glamorous fashion, coupled with her refusing to accept the status quo, has stayed with me as I’ve grown into the woman I am with a desire to follow in her footsteps. I wanted to dedicate my brand to Mimi in her honour, and I hope to carry on her legacy in my work.’

The fashion entrepreneur put blood, sweet and tears into designing her own range of clothes – a lengthy process that took over three years before she finally launched the business in October 2023.

‘All For Mimi is known for its quality pieces and inclusivity in the size range and styles to cater for every body,’ she said. 

‘We put every bit of love and care into designing our pieces and do not sell something unless it is of the highest quality and comfort. 

‘We have received so many shipments that have been messed up during production and had to forfeit stock because we refuse to sell anything that we don’t 100 per cent stand by and love. 

‘We are so proud of every piece we sell.’

The brand’s sell-out piece is the ‘life changing’ tank top, which has been flying off the shelves since its launch.

‘Our viral tank is obviously iconic and probably my most worn AFM piece,’ she said.

‘It’s the top we cannot keep in stock – it goes absolutely wild. It’s the softest material ever, yet is so flattering, and gives an instant boob lift.’

Fans of the top has been raving about it, with one saying: ‘Every big busted girls dream tank.. I’m a 12F I brought black and white, both sizes S and M and when I tell you they literally are life changing I mean it, snatched tick… girls supported tick. 

‘This fabric is unmatched so buttery and soft I can’t wait to buy more – definitely will be getting smalls for other colours in future for a more snatched look.’

Another fan favourite piece is the Harper jacket. 

‘Our jacket in red sold out within one minute and we’ve restocked twice. We still have people asking to this day, a year later, if we’ll bring it back in stock,’ Sophia said.

But if Sophia had to choose just one piece from her collection, the business owner said the pyjamas are her all-time favourite.

‘They’re the comfiest PJs I’ve ever worn and I live in them,’ she said.

All For Mimi has been growing rapidly, amassing nearly 200,000 loyal fans across its social media platforms.

‘We’re constantly designing new collections and pieces which is so fun,’ Sophia said.

‘We are rapidly growing our team which is super exciting and we are actually moving out of our first ever office, which is bittersweet.’