Purpose and Values
Milan, 23rd January 2023 - What is the function of fashion? The new campaign for the Spring Summer 2023 Collection examines and highlights the role of fashion as a form of continuous self expression that has a deep impact on life enhancing it more and more. The one photographed by Zoë Ghertner is the story that features cross-disciplinary talents including Ever Anderson, Achol Ayor, Emma Corrin, Kendall Jenner, Esther McGregor, Quintessa Swindell, Karolin Wolter and Lim Yoona. They are united in their courage and desire to challenge conventions thanks to their distinctive beauty and their unique style.
The campaign plays on by now iconic Miu Miu thematic: versions and subversions of "uniform", the renovation of wardrobe archetypes, including tailored jackets, and connection to sporty universe and to utilitarian outerwear embellished with oversized patch pockets.
Miuccia Prada is constantly searching for contemporary meanings of appeal and charm and offers the freedom to move between seemingly opposite concepts: serious and playful, fragile and strong, dressed up or understated. Everything we want to be.