Miu Miu’s new campaign blurs the lines between photography and painting, featuring Gigi Hadid in an aesthetic reminiscent of 20th-century high society portraiture.
Once again, Miu Miu proves its ability to turn fashion into art with its 2025 leather goods campaign. The star? Gigi Hadid, returning to the brand for a series of images where timeless sophistication meets visual experimentation. Captured by Steven Meisel and styled by Lotta Volkova, the campaign blends past and present, photography and painting, resulting in a strikingly unique artistic expression.
Digital Brushstrokes and a Touch of Nostalgia
What makes this campaign truly exceptional is its innovative visual approach. Each image has been digitally altered to mimic brushstrokes, evoking classic portraits that once adorned aristocratic salons of the 20th century. This painterly effect not only references traditional art but also highlights the velvety softness of Miu Miu’s latest matelassé bag designs.
The campaign spotlights the iconic Wander and Arcadie bags in rich shades like chocolate, mustard, pistachio, and vibrant fuchsia. Alongside the new suede versions, the designs also appear in smooth leather, presented in still-life compositions that emphasize their sculptural structure and exquisite craftsmanship.
Matelassé: A Miu Miu Signature
Since its debut in the Fall/Winter 2006 collection, matelassé has become an unmistakable symbol of Miu Miu. Over the years, the brand has continuously revisited the design, adjusting its proportions and details while preserving the artisanal essence that made it an instant classic. Today, these bags don’t even need a logo to be recognized – a true testament to Miu Miu’s distinctive design language.
The campaign follows the artistic approach that Miu Miu has embraced in its recent leather goods campaigns. In 2024, the brand paid homage to photographer Yevonde, known for her delicate use of color and surreal compositions. The 2023 campaign, on the other hand, was inspired by Margaret Keane, famous for her melancholic, big-eyed portraits of women and children.
Gigi Hadid: A Miu Miu Muse
Gigi Hadid is more than just a model for Miu Miu—she embodies the brand’s aesthetic. Recently, she also walked in the Fall/Winter 2025 show in Paris, sharing the runway with names like Sarah Paulson, Laura Harrier, and Raffey Cassidy. Her return for this campaign reinforces her deep connection with Miu Miu and solidifies her status as one of the most defining faces of contemporary fashion.
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