Purpose and Values
For the Croisière 2020 campaign, Miu Miu returns to the Bois de Boulogne’s Hippodrome d’Auteuil, the locale of the Miu Miu Croisière 2020 show. Reproposing the combination of glamour together with racecourses as a crux of different spheres of sports and style, these impromptu images draw on that inexorable well of cultural iconography.
This Miu Miu campaign revels in fashion: lush colour, emphatic silhouettes, all silhouetted against the green of the steeple turf. Here, the codes of dress ascribed to those events are challenged, overthrown, exaggerated and rewritten - notions of the conservative or bourgeoise, long associated with the dress of racing attendees, come undone, boldly expressive of a boundless joie de vivre.