Purpose and Values
Milan, 5th May, 2022 – Actor Sydney Sweeney stars the campaign of the Miu Wander bag, a rediscovery and re-exploration of the identity of the brand, through a new perspective. The spirit of rebellion embodied by Sydney’s characters mirrors the ethos of Miu Miu, a twisted luxury energised by youthful rule-breaking - the hallmark of the Miu Miu girl.
The images of the campaign, photographed by Tyrone Lebon, recall classic film stills. These portraits seem like fragments of a wider narrative, enigmatic and elusive - switching between different contexts, different moods and feelings, they encourage the viewer to imagine scenarios, devise plots. They inspire the mind to wander.