Miu Miu Denim Icons Spring 2020 Fashion Ad Campaign

Miu Miu has entered the denim space with Miu Miu Denim Icons, a capsule collection of six different trouser shapes. Featuring two short films and black and white photography, this launch is the most recent of many indicators that denim has moved beyond its blue-collar roots into the realm of luxury.

Each jean was inspired by and named after the decade in which they were first created, and also the woman who was best known for wearing them. Subsequently, black and white photography is a wise choice for adding a cohesiveness to the campaign, since color preferences varied greatly from decade to decade. The concept behind the collection is also clever, because the name of each jean style becomes a valuable part of the marketing. All 6 names evoke recollections of strong, talented, beautiful women: 40’s Lauren (Bacall), 50’s Brigitte (Bardot), 60’s Françoise (Hardy), 70’s Jane (Fonda), 80’s Brooke (Sheilds) and 90’s Kate (Moss). The campaign necessarily avoids any other references to a specific time period, with the exception of chunky flower-power heels with the flared-leg bellbottom. Interestingly the cat-eye makeup can be ubiquitous throughout, because it has enjoyed multiple resurgences since originally conceived in the 1950’s with the invention of liquid eye-liner.

Perhaps the only thing left to say is to pick your favorite decades fast! The jeans will become available in selected Miu Miu stores at the beginning of February.