Milan, March 27, 2025 – Elegant portraits – Miu Miu’s new advertising campaign starring Gigi Hadid immortalizes the brand’s iconic matelassé bracelet and the women who wear it through timeless images of classic high society portraits from the 20th century. Following two advertising campaigns inspired by the artist’s work, this campaign uses the broader concept of art to shape an aesthetic, a sense of fashion and beauty.
An artistic sense, an idea rather than a direct reaction. Photographed by Steven Meisel, each photograph is uniquely digitally “painted” by hand, its subtle tonal nuances accidental and authentic, a true echo of brushstrokes. Paying homage to historical styles that are both photorealist and not, there is an ever-present and compelling ambiguity – an energy of uncertainty, with images caught between the mediums of painting and photography, present and past.
These soft images reflect the texture of Miu Miu’s new suedes (shown in the Wander and Arcadie bags), which have a velvety feel and a real softness. The portraits here are divided into three parts and are a combination of diverse and different approaches to the same general theme.
The first is a portrait – Gigi Hadid’s silhouette against a brightly colored glass window. The still life proposes an object study of a Miu Miu quilted handbag, framed and redesigned, while the moving image appears to create a video portrait, capturing the figures from multiple angles as they paint in the studio, as well as their own internal monologues – the portrait is both external and internal.