Miu Miu Spring 2024 Ad Campaign

Review of Miu Miu Spring 2024 Ad Campaign by Creative Director Edward Quarmby and Photographer Zoë Ghertner with models May Andersen, Emma Corrin, Angel Haze, Lexie Liu, Demi Singleton, and Cailee Spaeny

Miu Miu deploys minimalism for maximum impact in its new Spring 2024 campaign by creative director Edward Quarmby and photographer Zoë Ghertner.

Miu Miu’s recent campaigns have tended toward an enigmatic yet expressive minimalism, and this latest chapter takes this practice to its extreme. Ghertner captures her subjects – both returning brand ambassadors and a few new faces – before totally blank, stark white backgrounds devoid even of shadows.

This total minimalism provides a sharp juxtaposition to the collection, as well as the defiant characters who wear it. Preppy polos clash with the punk attitude with which they are worn; oversized leather belts sit atop low-slung jeans; beaded dresses are thrown over T-shirts; masculine leather jackets reveal bare torsos. It’s a sartorial outing that was one of the most powerful examples of Miuccia Prada’s fashion alchemy yet, as she subverted familiar categories through subtly devious twists and unexpected cross-pollinations.

The accompanying short film pushes this atmosphere of self-assured provocation. The coordinated chaos of a looping garage-rock breakdown aptly scores the confrontational cool with which the eclectically talented cast members each meet the camera’s gaze.

Confidently playing into the brand’s ongoing success, the campaign is unmistakably Miu Miu, even without the logos. The creative team at once builds on past marketing communications from the brand while simultaneously stripping them away, delivering an unfiltered vision of the brand’s message that uninhibited personal style is the greatest luxury.