Miu Miu

Feb 2026

Miu Miu bridges the gap between nostalgia and modern luxury in its latest fragrance campaign for QIXI 26, effectively positioning the scent as an essential accessory for the digital age. By juxtaposing the iconic quilted glass aesthetic of the Miu Miu perfume bottle against a clear plastic audio cassette tape, the campaign leans into a retro-futuristic narrative that feels both tactile and intimate. This commercial project relies on a clean, intentional composition where a delicate loop of magnetic tape physically connects the two objects, grounding the brand identity in a tangible, analog past while maintaining a sharp, contemporary edge. Photographer Lauren Bamford captures the subjects with precision, utilizing high-key studio strobe lighting to emphasize the translucent interplay between the amber-toned glass and the rigid, industrial plastic of the cassette. Set designer Mathilde Vallantin Dulac masterfully orchestrates the space on a flat, pale blue backdrop, ensuring that the minimalist geometry remains the focal point of the visual story. This beauty campaign eschews unnecessary ornamentation, choosing instead to let the material textures speak for themselves through sophisticated, deliberate lighting techniques. The result is a refined visual language that honors the craftsmanship of the fragrance while inviting the viewer to engage with the brand's enduring, playful sophistication within the competitive luxury perfume market.

Commercial

Studio strobe

Fragrance, Beauty