Miu Miu

May 2025

Miu Miu channels a sense of nostalgic sophistication in its Upcycled 2025 ad campaign, a project that seamlessly blends high-fashion rigor with an intimate, lived-in sensibility. Guided by the visionary creative direction of Miuccia Prada and Catherine Martin, alongside art direction from Edward Quarmby, the campaign leans into a curated narrative of timelessness and environmental consciousness. Photographer Michella Bredahl captures the collection with a refined eye, utilizing soft natural light and a clean editorial aesthetic to breathe life into the upcycled garments. The casting, curated by Ashley Brokaw, brings together an eclectic ensemble including Callina Liang, Daisy Ridley, Diana Silvers, and Willem Dafoe, who occupy traditional interiors filled with ornate moldings, floral upholstery, and classic equestrian art. Stylist Lotta Volkova leans into the tension between the modern re-imagined pieces and their stately, heritage-inspired backdrop, while hair by Holli Smith and makeup by Thomas De Kluyver maintain a composed, neutral elegance. By utilizing natural light to highlight the intricate lace trimmings and striped patterns, the series reads as a thoughtful reflection on fashion longevity. This campaign excels by eschewing flash for a portrait-focused, lifestyle-driven approach, resulting in a visual language that feels both grounded in architecture and elevated by a subtle, contemporary cool that remains quintessentially Miu Miu.

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