*New Campaign
Miu Miu LIVE!
Unveils Fashion's Future in a Timeless Void
written Sarah Arendts
Prepare for lift-off! Miu Miu is catapulting us into the future, melding the past with the now and the time to come in its Fall/Winter 2023 campaign, 'Miu Miu Live!'. The fashion powerhouse is redefining the runway, turning transient democratic spaces into a surrealist time portal. Is it an airport? A TV studio? Or a time machine revving to transport you into an era where fashion bends and transcends time?
Zhao Jinmai for MIU MIU FW23
seen Zoë Ghertner
creative direction Edward Quarmby
styling Lotta Volkova
The beings that inhabit this world are an enigma, a juxtaposition of the outward and inward. One moment they're in full-throttle performance mode, living the 'Live!', the next they're retreating into self-absorbed shells, exuding an intriguing remoteness. It's a studied disorientation, a familiar disruption that dares to veer off the path beaten by time.
Their attire follows this daring divergence. Imagine elegant twinsets, knee-length pencil skirts and oversized tailoring in dry, heavyweight wools that conspire to both cover and uncover the body. Miu Miu turns the fashion world on its head, as the ordinarily hidden – waistbands of stockings, signature panties sans skirts, and delicate petticoats – strut into the limelight. It's a flirtation between spontaneity, languor, and ease veiled in mystery, a testament to the self-absorbed, peaceful solitude of the human being.
In 'Miu Miu Live!', everyone from avatars to real-life personas oscillates between the abstract and the intimate, foreground and background. The campaign weaves an elusive narrative, showing enough but never revealing too much. The universally recognised – the sincere – is turned inside out and scrutinised under a different lens.
This multidimensional drama of Miu Miu enlists a star-studded cast. Singer-songwriter Ethel Cain adds her haunting vocals to the mix. The thespian charm of Emma Corrin, Mia Goth, and Zhao Jinmai amps up the campaign's cinematic feel. Models Amelia Gray Hamlin and Annabelle Weatherly, with their timeless beauty, further elevate the experience. And LGBTQ+ advocate and model, Zaya Wade, lends her bold advocacy and individuality to the campaign.
Zaya Wade for MIU MIU FW23
Under the masterful eye of photographer Zoë Ghertner, 'Miu Miu Live!' manifests as a mesmerising fashion paradox, both immediate and timeless, engaging yet elusive. It's not just a campaign, it's a new era of fashion — a journey through time where Miu Miu rewrites the rules of the game.
So strap in and prepare for a future where fashion knows no bounds.