Miu Miu

Apr 2025

For the Miu Miu L’Eté 2025 ad campaign, the luxury fashion house masterfully subverts the traditional confines of high-fashion studio environments by transporting its latest collection into the heart of a verdant, overgrown forest. Under the sharp creative direction of Edward Quarmby, the campaign leans into a surrealist juxtaposition, placing ornate vintage furniture and plush velvet sofas amidst the wild, untamed foliage of a woodland clearing. This clever spatial friction is captured through the lens of photographer Siân Davey, who utilizes soft, diffused natural light to highlight the intricate tactility of the collection, from suede bomber jackets to meticulously textured crochet totes. The execution prioritizes an editorial, lifestyle-focused aesthetic that feels both grounded and aspirational. With expert styling by Lotta Volkova, the casting of models including Diana Silvers and Eli Langer brings a quiet, composed intensity to the imagery, their neutral expressions acting as a bridge between the refinement of Miu Miu’s wardrobe and the rustic, organic backdrop. By marrying high-end accessories with a raw, outdoor setting, the campaign eschews sterile commercial norms in favor of a narrative-driven approach that celebrates texture, layering, and the inherent tension between human artistry and the natural world. The result is a series of portraits that feels entirely consistent with the brand's penchant for sophisticated, slightly offbeat elegance.

Editorial, Lifestyle

Natural light

Luxury Fashion Houses, Fashion