Miu Miu Spring 2025 Ad Campaign

Review of Miu Miu Spring 2025 Ad Campaign by Creative Director Edward Quarmby with Photographer Lengua with models Liu Haocun, Kayije Kagame, Sunday Rose Kidman-Urban, Joey King, Lena Mantler & Eliot Sumner

Miu Miu steps into the light with its Spring 2025 campaign, captured by photographer Lengua with art direction from Edward Quarmby.

The collection sees Miuccia Prada continue to rewrite her brand’s new classics while further thematically exploring the transition from girlhood to womanhood and a multiplicity of identity. Classic staples are revitalized with spontaneous styling: chemisette dresses drape casually off the shoulders, shirts twist into novel forms, and sweaters transform into bustier tops. The interplay of hyper-feminine elements like faded florals and pastel pinks with sporty blousons, tailored trousers, and studded clogs create a dynamic tension.

Lengua’s campaign imagery follows in the footsteps of the brand’s distinct flavor of post-minimalism: atmospheric, introspective, but with a touch of the uncanny. He captures the cast of young heroines – Liu Haocun, Kayije Kagame, Sunday Rose Kidman Urban, Joey King, Lena Mantler, and Eliot Sumner – in a spare interior space, partly in shadow and partly illuminated by bright sunlight, suggesting themes of change and discovery.

The accompanying short film, meanwhile, centers around what can’t be seen in the still images: music. Lending another dimension to the portraits, the video features a delicate and elusive flute soundtrack. In many of the shots, the characters mime playing the flute in moments of playfulness, connection, and creative vulnerability.

With a cast that brings its vision of complexly layered young womanhood to life and a delicately executed visual and musical atmosphere, the campaign is another deft evolution of Miu Miu’s effortless yet introspective and enigmatic – and, most of all, consistent – marketing approach.