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Miu Miu’s latest advertising campaign reinvigorates the fashion scene with its tribute to the trailblazing English photographer Yevonde, featuring the globally recognized supermodel Gigi Hadid. Captured through the lens of the legendary Steven Meisel and under the stylistic direction of Lotta Volkova, the campaign is a vibrant celebration of Miu Miu’s iconic quilting and the new additions to its bag collection, particularly the Wander and Arcadia models.
This season, Miu Miu reintroduces its signature aesthetic with a bold nod to Yevonde’s revolutionary style. Known for her vividly colorful and emphatically feminine portraits, Yevonde was a pioneer in the use of color photography during the early 20th century. Her studio, opened in London’s prestigious Mayfair at the tender age of 21, became the birthplace of some of her most influential works. It was here in 1935 where she showcased “An Intimate Exhibition: Goddesses and Others,” marrying classical and surrealist influences that are subtly mirrored in Miu Miu’s campaign.
The campaign images feature Hadid against backdrops of lush pinks and blues, colors that echo Yevonde’s distinctive palette. The choice of such vibrant hues not only pays homage to Yevonde’s artistic vision but also highlights the intricate details and rich colors of the Wander and Arcadia bags. The shades of “Caramel,” “Cognac,” “Soleil,” and a striking bright orange pop against these stylized settings, showcasing the bags as not just accessories but as essential statements of bold, fearless femininity.
Moreover, Yevonde’s commitment to women’s rights and her desire to ensure women’s significant presence in the historical and cultural narrative resonate deeply with Miu Miu’s brand philosophy. The campaign is a deliberate reflection of the brand’s objective to portray an emancipated and conscious woman. Through this campaign, Miu Miu not only celebrates its design ethos but also aligns itself with a historical figure who championed the visibility and empowerment of women.
The decision to employ Gigi Hadid, a model known for her empowerment and individuality, as the face of the campaign, further aligns with Miu Miu’s vision. Hadid brings a contemporary relevance and an almost tangible charisma that bridges Yevonde’s time with today, making the historical modern and accessible.
Available for purchase on the Miu Miu website, the collection promises not only to accessorize but also to inspire. It invites admirers of fashion to carry a piece of history and artistry, articulated through Miu Miu’s visionary lens. This campaign is a testament to the enduring influence of those who have shaped the visual and cultural landscapes of their times and a reminder of fashion’s power as a canvas for historical dialogue and personal expression.
