Purpose and Values
Milan, 30 October 2020 - How to define an icon? What creates one? An icon can be an actor, a model, a musician - an example of excellence. Equally, an icon can represent a set of beliefs - a way of life. But an icon must always mean something. In the Holiday advertising campaign 2020, Miu Miu Icons are women: they are a group, a community unto themselves. Their unifying trait is their absolute individuality. Drawn from the universes of cinema, fashion and music, these Miu Miu women are diverse role-models, icons for women of all ages.
These Miu Miu Icons both reflect the label’s heritage and project it into a new future. Each adds a depth and richness to the Miu Miu universe, new facets. They feature the Pre-Spring 2021 Miu Miu collection, inspired by the paradoxes inherent in femininity, the ability and willingness of women to transform external perceptions of themselves and their own attitude through the fashion they wear.
A cast comprising actors and performers is inherently keyed to the meaning of transformation, of reinvention, of a woman who can be women. These figures - constantly recreating themselves, for others but also for themselves - represent the plurality within every woman. These Miu Miu Icons reflect, in turn, the icon inside everyone.