Miu Miu
Lunar New Year 2025 Ad Campaign
Jan 2025
The Miu Miu Lunar New Year 2025 ad campaign masterfully captures the intersection of heritage and modern luxury through a series of evocative vignettes. Set against the vibrant, cinematic backdrop of Beijing, China, the campaign leans into a rich, festive aesthetic that feels both intimate and grand. Creative director Miuccia Prada, working alongside creative director Edward Quarmby, orchestrates a visual narrative that effortlessly blends editorial minimalism with lifestyle warmth. The imagery captures the essence of the season through a blend of high-end studio strobe photography and natural light techniques that highlight the intricate textures of quilted leather, beaded knitwear, and polished metallic accents. Featuring models Liu Haocun and Zhao Jinmai, the campaign channels a nostalgic, cozy atmosphere where restaurant interiors and warm, ambient string lights provide a striking contrast to the crisp, structured lines of the accessories. With direction from Shujun Wei and imagery by photographer Jack Webb, the execution emphasizes the brand’s distinct identity, utilizing balanced compositions that feel both commercial and deeply personal. Stylist Lotta Volkova anchors the looks, ensuring every layer—from pearl necklaces to intricate floral beadwork—serves the campaign’s polished, narrative-driven identity. This collection effectively balances the technical precision of product-focused studio shots with the soul of an editorial campaign, grounding the luxury items in a living, breathing, and highly stylistic festive context.
Commercial
Natural light
