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In its Holiday 2025 campaign, Miu Miu crafts a visual poem celebrating contemporary femininity, tradition, and that special, almost magical atmosphere that surrounds the end of the year.
Under the artistic direction of Miuccia Prada, the campaign presents a tender, cinematic portrait that weaves together intimacy and nostalgia, youthful energy and historical context.
Captured through the lens of acclaimed photographer Angela Hill, the role of the Miu Miu heroine is brought to life by Gigi Hadid, Dide Mansro, Viola Scharf, and Zhu Xiaowen — each with her own character, each with her own presence, yet united by the spirit of the brand: free, confident, and naturally elegant. Their story unfolds inside an Elizabethan house hidden within the British countryside, where time seems suspended, allowing the space to speak through patina, texture, and silence.
Filmed on a Super 8 camera and vintage analog film stock, the campaign delivers a visual quality rarely seen today — tangibility, warmth, and a gentle grain. This tactile aesthetic has become a defining visual signature of the modern Miu Miu identity: a fusion of past and future, luxury and spontaneity, romance and youthful rebellion.
Within the walls of the centuries-old estate, two eras converge. Weathered stone, arched brickwork, and intentional imperfections serve as a counterpoint to the freshness of the cast and the modernity of the fashion. It is the tension Miu Miu has always embraced — softness versus strength, sophistication versus rebellion, tradition refracted through the prism of the future.
The Holiday 2025 collection showcases a richness of materials and textures: crinkled and embroidered satin, patchwork shearling, knits with subtle shimmer, satin dresses that glide along the body with liquid ease, lingerie-inspired georgette, and ultra-feminine prints. The footwear blends heritage and innovation — from loafers and ballet flats to leather boots and pointed pumps that defined the autumn runway.
Alongside them are handbags that have already become Miu Miu icons — Wander, Arcadie, Pocket, Beau, Solitaire, Backpack — now offered in seasonal reds and timeless neutral tones, perfect for rounding out a festive look.
The narrative is further shaped by stylist Lotta Volkova, whose signature playfulness brings an informal twist to the brand’s refined elegance. The campaign exudes warmth: smiles by the fireplace, quiet evenings in candlelit shadows, and moments of female camaraderie and joy. In this world, luxury is not distance — it is emotion.
The Miu Miu Holiday 2025 campaign stands as an homage to the contrasts that define the brand. It invites fashion to be lived, not merely worn; tradition to be felt rather than observed; and elegance to become a form of freedom, not formality.
