Miu Miu, the fashion powerhouse, sets the stage ablaze with its latest matelassé campaign, featuring supermodel Gigi Hadid as its frontwoman. The campaign, photographed by the legendary Steven Meisel, was unveiled on Thursday, showcasing the brand's signature craftsmanship and celebrating the matelassé series.
Benedetta Petruzzo, the CEO of Miu Miu, attributes the brand's current success to the long-term efforts and collaborative work of the team. The recent first-quarter results of the Prada Group highlighted the remarkable achievements of Miu Miu, with retail sales surging 42 percent to 129 million euros compared to the same period last year. Miu Miu's popularity has been on the rise, evidenced by its second-place ranking in the latest quarter of the Lyst Index's hottest brand list.
Petruzzo emphasizes that ready-to-wear and shoes have always been strong categories for Miu Miu, experiencing growth in all geographical locations. The brand's leather goods, particularly the new Pocket bag, are increasingly becoming a focal point. Miu Miu's matelassé series, a special craftsmanship technique that involves quilting panels with wadding and elastic cloth, takes center stage in the new campaign.
The campaign features two styles, the Wander and the newly debuted Arcadie. The matelassé craft has become iconic for Miu Miu, representing brand continuity. The name Arcadie draws inspiration from ancient mythology, evoking an idealized and idyllic natural location.
Steven Meisel, drawing inspiration from the late American artist Margaret Keane, pays tribute to her distinctive style in the campaign. Keane was renowned for her melancholic portrayals of women, children, and animals with their distinctive "big-eyed waifs." Meisel's photos reflect Keane's color palette, set design, and mood, capturing Gigi Hadid's stylized poses.
Gigi Hadid, thrilled to collaborate with the inspiring and iconic Miuccia Prada, describes the Miu Miu woman as playful yet calm, classic yet cool, and in-charge yet grounded. Hadid praises Prada for her knowledge, power, and down-to-earth nature, highlighting her efforts in creating spaces to celebrate others.
Petruzzo acknowledges the importance of Gigi Hadid's attitude as captured by Meisel's lens, emphasizing the immediacy, intimacy, and evocativeness of the images.
Miu Miu's brand identity aligns with a distinctive, irreverent, and authentic community that rejects labels and embodies women's empowerment. The brand remains contemporary, immediate, and in tune with the current times, evident through initiatives like Miu Miu Women's Tales and collaborations with artists.
Looking ahead, Miu Miu is optimistic about the future, focusing on strengthening brand retail excellence and optimizing its network. While the brand has seen strong performance in Europe and Asia, there is untapped growth potential in the U.S., where Miu Miu aims to expand its presence.
With the new Prada Group governance, including the appointment of Andrea Guerra as Prada Group CEO, Miu Miu sees this as a fundamental support in achieving its brand ambitions and growth trajectory.
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