Miu Miu is having a moment. OK, more than a moment. The kid sister of Italian staple Prada used to just ride its coattails, tagging along after its big sister, wanting to copy everything she does. (We can totally relate.) But in the last few years, Miu Miu has really come into its own. It has grown up to become one of the hottest fashion brands around. That's not just hyperbole, either. According to The Lyst Index, it's officially the hottest brand of last year. So it's not surprising that there's a lot of buzz surrounding its latest advertising campaign. Of course, it doesn't hurt that it stars Gigi Hadid.
Hadid actually has a long history with the house. The model went topless when she hit the runway for the brand's now infamous Spring 2024 runway show wearing an embellished jacket. That went so well she was asked back for the Fall 2024 presentation, which offered more coverage. It's fall, after all. She's also a regular fixture in Miu Miu's advertising campaigns. Hadid even rocked bangs for the Matelassé 2023 campaign.
Now the model transforms her look once again for Miu Miu's 2024 bag campaign. The ads showcase the brand's Wander and Arcadie bags in signature matelassé. If you're wondering what matelassé is, allow us to explain. It's a French term used to describe a specific weaving or stitching technique. In other words, quilted or padded. The images, captured by the legendary Steven Meisel, are a tribute to British photographer Yevonde. The pioneering lenswoman lead the charge in the use of color photography way back in the 30s.
The vibe really comes across when you compare Meisel's stunning shots with Yevonde's colorful imagery. Lotta Volkova handled the styling, selecting period-appropriate pieces for Hadid to wear. We can picture some ingénue of the era sporting the same hairstyle along with one of Miu Miu's twin knit sets that includes a matching cardigan and top along with a skirt of a decent length. This is the 30s, the no pants look would cause quite a stir.
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There's even a corresponding video to fawn over. In it, Hadid makes sure both the neutral and more colorful bags are the focus, effortlessly handling them in a variety of demure outfits. Based on this performance, it's a pretty safe bet we'll be seeing more of Hadid representing the label both on the runway and off the runway in advertising campaigns.
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