In a celebration of colour, femininity, and fashion, Miu Miu unveils its latest leathergoods campaign for 2024.
Shot by the renowned Steven Meisel and featuring the illustrious Gigi Hadid, the campaign pays homage to Miu Miu’s signature matelassé while showcasing the iconic Wander and Arcadie bags.
Drawing inspiration from the pioneering British interwar photographer, Yevonde, known for her stylized work and advocacy for women’s rights, Miu Miu continues its tradition of championing historic female creatives. Yevonde’s career symbolizes freedom and independence, marked by her groundbreaking decision to open her own studio at just 21 years old, at a time when opportunities for women were scarce.
Yevonde’s work from the 1930s is characterized by delicately nuanced color palettes and surreal compositions, often featuring models and high society elites amidst whimsical props and foliage. The Miu Miu campaign pays respectful homage to Yevonde’s aesthetic, echoing her use of saturated hues against pastel backgrounds while infusing a contemporary spontaneity.
The campaign captures Yevonde’s hallmark fractured colortones, juxtaposing instinctive and joyful contrasts, mirrored in the new colorways of the Arcadie and Wander bags. Classic Caramel and Cognac hues are revitalized with bright orange and soleil accents, evoking a sense of timeless elegance.
Each image in the campaign exudes a contemplative poise, reminiscent of a bygone era, yet infused with the bold attitudes of today. From fallen petals to carefully gestured hands cradling the bags, the campaign transports viewers to a world where past lives intersect with modern sensibilities.
Gigi Hadid, embodying the essence of both a fashion model and a cultural figure, serves as the perfect conduit for this fusion of heritage and modernity. Like the sitters captured by Yevonde, Gigi represents a bridge between the past and the present, embodying a timeless tribute to pure beauty.
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In summary, Miu Miu’s 2024 leathergoods campaign not only celebrates the brand’s iconic designs but also pays homage to the trailblazing spirit of Yevonde, offering a captivating glimpse into the intersection of art, fashion, and femininity.
