Miu Miu x New Balance

Feb 2024

The Spring 2024 ad campaign for the Miu Miu x New Balance collaboration masterfully bridges the gap between high-fashion editorialism and accessible footwear design. Through a lens of understated luxury, the imagery channels a sense of lived-in comfort, placing the collaborative sneakers in intimate, minimalist settings dominated by rumpled white linens and neutral grey backdrops. Under the creative direction of Miuccia Prada, the project leans into a clean, contemporary aesthetic that prioritizes texture—specifically the tactile quality of suede uppers paired with unconventional, vibrant rope laces. Captured by photographer Alessandro Furchino Capria, the series utilizes both studio strobe lighting and soft natural light to emphasize the collaborative branding and the nuanced interplay of color palettes. The styling by Lotta Volkova anchors the footwear in wearable, elevated ensembles, featuring layered cardigans and pleated mini skirts that define the modern Miu Miu uniform. Featuring talent including Peris Adolwi, Juli Biko, Julie Hoomans, and Florine Wildeboer, the campaign successfully elevates the functional silhouette of the New Balance sneaker into a coveted lifestyle object. This commercial effort serves as a refined exercise in editorial minimalism, ensuring the focus remains squarely on the material innovation and the seamless integration of two distinct design identities. By stripping away excess, the campaign allows the intricate lacing details and tonal colorways to command the viewer's attention, solidifying the collection's status as a must-have for the season.

Lifestyle, Commercial, Commercial

Natural light

Footwear, Fashion