Miu Miu x New Balance's Spring 2024 Ad Campaign

Review of Miu Miu x New Balance Spring 2024 Ad Campaign by Photographer Alessandro Furchino Capria with models Peris Adolwi, Juli Biko, Julie Hoomans, Florine Wildeboer

Shoes on the bed? Stepping on toes? Miu Miu and New Balance make footwear faux pas look good with the new campaign in celebration of their latest collaboration. The campaign was shot by photographer Alessandro Furchino Capria with videography by Lucca Lutzky.

Airy, cozy, and intimate, Capria’s imagery sees a cast of models lounging on fluffy white duvets in minimal interior spaces. They check their phones or just chill and think – a very familiar moment that taps into the beauty of doing nothing. A bit of tension is introduced, however, by the fact that they are wearing their shoes on the bed, which has the effect of drawing our eyes to the star footwear while pointing to a subtle sense of narrative infused with a carefree spirit.

Meanwhile, the accompanying short film introduces a thread of nostalgia. Characters tie each other’s shoes, an intimate moment that recalls childhood (and emphasizes the footwear’s chicly odd double laces), or dance with one person standing on the other’s feet, another playfully nostalgic motif.

The campaign wisely begins with a few familiar moments of human connection that are connected to shoes, and translates these universal experiences into an elevated visual world of intimacy and connection.