Miu Miu Holiday 2024 Ad Campaign

Review of Miu Miu Holiday 2024 Ad Campaign by Creative Director Edward Quarmby and Photographer Lengua with models Emma Corrin

Miu Miu explores the emotional texture of the season of giving with its Holiday 2024 campaign by creative director Edward Quarmby and photographer Lengua. As expected from Miu Miu, the campaign puts an idiosyncratic and intellectual spin on the holidays, eschewing typical tropes in favor of a quirkier and more subtle exploration of the season’s unique connection with sense memory.

Touched with a gently fading sepia filter that bathes everything in an air of nostalgia and ephemerality, Lengua’s portraits find returning face of the brand Emma Corrin in moods of reflective warmth. Set design elements like a grand piano, velvet curtains, and vintage floral-upholstered furniture recall an older relative’s sitting room, memories of which might be deeply intertwined with those of holiday celebration. The styling is chicly eccentric and eclectic – in short, very Miu Miu – but with a touch of brightness and warmth.

The accompanying short film puts these portraits into considered motion. Intertwined with a soundtrack that deconstructs a music-box melody into fluttering synthesizers, Corrin’s voice reflects on the tactile sensations that connect with her memories of the holidays, like “the smell of snow,” “clouds of tissue paper,” or “familiar perfume.”

Holiday campaigns always present a challenge between playing into holiday traditions while maintaining one’s own identity, and between commerciality and sincerity. But once again, Miu Miu has impressively threaded this needle, showing that a careful consideration of how reflections on the holiday spirit can be right at home amid the brand’s signature aesthetic.