MIU MIU 2025 LEATHERGOODS CAMPAIGN
JU XIAOWEN

Starring Ju Xiaowen, the new Miu Miu campaign celebrates the brand’s emblematic matelassé and the identities of the Miu Miu woman, in imagery that pays homage to classic 20th century society portrait paintings.

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Photographed by Steven Meisel, every image is digitally ‘painted’, executed by hand in an authentic reflection of the work of the artist, channeled through a distinctly twenty-first century identity. Echoing the new Miu Miu matelassé, the Wander and Arcadie handbags both offered in suede, this technique lends these images a velvety softness, a gentle tactility.

Simultaneously evocative of a past and our present, caught partway between the mediums of painting and photography in a unique fusion of both, these images express an intriguing ambiguity – tantalizing stillness, combined with a dynamic undercurrent of energy.

An international supermodel, Ju Xiaowen has been a friend of Miu Miu since starring in the Spring/Summer 2020 advertising campaign. Here, Ju Xiaowen is framed by vibrant color, the focus of attention in each of Meisel’s portraits, while accompanying still-lives are studies of the Miu Miu matelassé, alongside a third dimension of motion image video portraits. In all, this campaign is a multifaceted perspective, on both a woman and her fashion.

Creative Director: Miuccia Prada
Photography: Steven Meisel
Campaign Art Direction: Edward Quarmby
Styling: Lotta Volkova
Cast: Ju Xiaowen