All that time in quarantine would have given us the chance to rediscover ourselves, our habits and our wardrobes. If you haven’t done the last, now’s a good time to dig up your favourite garments of seasons past, especially if they’re from Miu Miu.
The fashion brand has launched a new campaign on Instagram, calling on its muses and fans to capture and express themselves through Miu Miu pieces — both new and old. Dubbed #MiuMe, the campaign has so far featured self-portraits from faces in the fashion world, such as model Fei Fei Sun and fashion editor Harriet Verney, but will eventually include other Miu Miu-approved figures in the realm of sport, art and dance.
For her #MiuMe post, Du Juan styled herself in a mix of designs from Miu Miu’s Fall/Winter 2020 collection, as well as her own vintage fashion collection. An eagle-eyed fan would recognise a skirt from the F/W 2005 collection amongst the many new crystal-trimmed dresses in the Chinese model’s video, which was art directed by Katie Grand and shot by Call This Number through FaceTime (yes, that’s a thing now).
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#MiuMe invites a diverse cross-section of people from around the world – notable friends of the house in the realms of sport, art, dance, and fashion – to use their mobile phones to film themselves in their own environment. For the second chapter of #MiuMe, #DuJuan – model from Shanghai (China) – FaceTimes #KatieGrand from Beijing, while playing with #MiuMiuAutomne20 collection and her #MiuMiu archival pieces. Share your own creations by tagging @MiuMiu and #MiuMe. #DuJuan is art directed by @kegrand via FaceTime, shot by @CallThis_Number (@Steve__Mackey + @DouglasHartFilm)
Shooting methods aside, perhaps the most unconventional thing about #MiuMe is that it showcases anything out-of-season at all. Fashion campaigns are meant to advertise new offerings, but Miu Miu seems to be advertising a whole new way of approaching style — one that many people are already buying into, what with the rise of preloved and resale luxury fashion platforms. And it’s one that Miu Miu seriously champions: the brand lined the front row of its F/W 2020 show with celebrities like Alexa Chung and Anya Taylor-Joy, dressed in both its latest designs and vintage pieces. (See Chung’s coat and bag from F/W 2011, or Taylor-Joy’s decade-old ivory skirt from the archives.)
#MiuMe is just the latest example of fashion favouring different approaches amidst the COVID-19 pandemic. These days, we wouldn’t bat an eye to seeing a new collection unveiled on Animal Crossing, or designers taking to the digital realm for events like Fashion Week and the Met Gala. And as more fashion brands band together to rewrite the very system that it operates on, it seems like the only constant, for now, is change.
Header image courtesy of Miu Miu.