The scorching hot sun of a Californian beach, sinking into a perfectly clear blue sea, blissful laziness, and recollections of films from The Easy Life to Beach Blanket Bingo… However, beneath the sunny surface of Miu Miu’s Spring/Summer 2017 advertising campaign, the introspective search for contemporary femininity continues.
The collages, composed of multiple layers, reinstate the notion of constructed identity, the creative role taken on by every woman. The metaphor of the ocean, mysterious, vast, and deep, is overlaid with pictures of uninhibited joy; the Miu Miu girl is certainly self-assured, but also self-aware.
The campaign, shot by Alasdair McLellan, is itself a fun and joyful collage, in which Elle Fanning, Karen Elson, Carolyn Murphy and Lara Stone, alongside new faces like Sonia Ben Ammar, Elsa Brisinger, Birgit Kos, Mayowa Nicholas and Ellen Rosa, interpret female fashion that evokes different eras, aesthetics and ideas of what constitutes ‘age-appropriate dress’. However, as usual, the complex personality of the Miu Miu girl cannot be neatly defined, once again avoiding the most clichéd stereotypes.
Miu Miu: Suddenly Next Summer
