Purpose and Values
Milan, 27 May 2020 - The Miu Miu campaign Automne 2020, shot in January, explores the idea of interior girls’ worlds, where time stretch out - seemingly endlessly - and where girls are free to imagine and to contemplate who they might actually want to be. A dream-like, interior world is conjured to match the external, magical manifestation on display in the clothing. A blur of florals and glittering visual embellishment, diaphanous drape and ecstatic movement belie the strict foundations for both the images and garments.
An haut-bourgeois Milanese villa, once home to Miu Miu and its catwalk shows, where the glamour of the photoshoot performs its magic with a new generation of Miu Miu girls, chosen instinctively to personify the spirit of the everyday heroine, both ordinary and extraordinary; the glamour of young women deciding who they’d like to be. A glamour and a magic we find in the collection itself.