MIU MIU PRE-FALL 2020 CAMPAIGN 

Miu Miu has always been home to ‘girls at heart’, and this remains true with Automne 2020 Here Comes the Night theme. 

The PreFall 2020 campaign keeps the same motif while simultaneously embracing the power of femininity and fashion and intertwines the two. The campaign reveals a message about muliebrity and style that not only incites the question of what you will buy, but also who do you want to be? 

Shot in January 2020, the latest Miu Miu campaign and collection for PreFall 2020 explores the idea of these interior girls’ worlds. Fashion photographer Douglas Irvine conjured a dream-like, interior world for the campaign. His work parallels the external, enchanting manifestation on display in the clothing. Miu Miu’s series effortlessly entangles a blur of florals and glittering visual adornment. Diaphanous drape and ecstatic movement belie the austere structure foundations for both the images and garments. The campaign is both intricate and ornate. In the metropolitan city of Milan, Here Comes the Night came alive. A deluxe, opulent Milanese interior was transformed in a building that has a longstanding history with the house. Via Melzi D’Eril 30, once home to the Miu Miu catwalk shows, captured the glamour and magic with a new generation of Miu Miu girls. The Miu Miu ladies wore a clothing collection that spliced the utilitarian with the formal, the everyday with the extravagant. Without a doubt, delicate artisanal embellishment contrasts with and applied a notion of the sturdily homespun. 

Miu Miu’s Automne 2020 features both fictional and actual 19th-century literary heroines. The dreams and revolutions of teenage girls are brought to light in both style and substance, yet worn by a new generation of everyday heroines with all of their varying choices in clothing. The collection encourages women to go back in time and reflect on their teenage years: When was the last occasion you lived in an enclosed world, where time stretched out, seemingly endlessly, in front of you? When was the last time your interior world felt as important as the exterior one, where you were free to imagine and to contemplate who you might actually want to be? Chances are it was when you were a teenager, with all of the triumphs and trepidations that entailed, particularly if you were a teenage girl. Here Comes the Night spotlights Malaika Holman, Esme Creed-Miles, Kasper Kapica, Ez, Tang He, Tomiwa Adeshina, and Patrycja Piekarska, who were chosen instinctively to personify the essence of the everyday heroine. The Miu Miu girls’ glamour is not allurement but merely a matter-of-fact; it’s the glamour of young women solidifying who they’d like to be.

WRITTEN BY ZANNA SHAPIRO 

EDITED BY KAREN YABUTA