Story by Rosalind Hallows
Miu Miu’s 2024 Upcycled collection takes centre stage for the Christmas period. The newest covetable creations from the fashion house comes with a campaign directed by Edward Quarmby, and starring actress Emma Corrin.
Filled with nostalgia for us 90s babies, the cream patterned sofas, brown leathers and curtains, along with garish and tasteful sparkly embellishments in the campaign look as if they’ve been plucked straight from our grandparents photo albums – in the best way possible. The blur of past and present fuels the visual tale we are being told. With the title “Irreverent Wonder,” Miu Miu is telling us not to take anything too seriously — and essentially — wear what you want.
Corrin’s wardrobe through the campaign is a bit of a juxtaposition. There are neutral backgrounds. There are no pops of colour. The main and event and the star of the top of the tree, is Corrin herself along with her wardrobe. Just as the images shift in angle, as do the transitions between comfortable everyday-wear into glittering evening-wear suited for cocktail party.
For classic shearling coats and patterned sweaters, to leather knee-high boots and moccasins that I’m sure we’ll be seeing in every high street store through the festive season. Miu Miu’s signature bags feature heavily: the Arcadie, the Adventure, the Penny, and the Wander.
Integral to this campaign is Miu Miu’s 2024 Upcycled collection, of which the brand says it’s committed to circular designing practices: “[It has been] born from Miu Miu’s passion for conscious fashion and circular design practice the idea of giving new life to vintage garments, bags and accessories.
“The Miu Miu Upcycled Collection was devised to establish a connection between the story of the people who wore the garments, bags or accessories in the past and those who add them today to their wardrobe, thus creating a link between past, present and future.”
It was only this year that Miu Miu included its bags in the range for the first time. The Miu Miu Upcycled Patch bag collection, for example, is made out of leather remnants from Miu Miu designs: the existent is reimagined to create something imbued with heritage; a respect for tradition enriches the here and now. For it, Miu Miu partnered with the Aura Blockchain Consortium, a non-profit association that promotes transparency as well as customer-centric business practices throughout the lifecycle of luxury products by leveraging blockchain and other technologies. Each piece within 2024 Miu Miu Upcycled Collection is afforded Aura Blockchain verification.
Crafted from re-fashioned deadstock yarn, kilts, and leather, each garment in this limited-edition collection has it’s own story.
Sante Vincent Magazine 