Miu Miu Fall 2024 'Individual Moments' Ad Campaign

Review of Miu Miu Fall 2024 ‘Individual Moments’ Ad Campaign by Creative Director Edward Quarmby and Photographer Zoë Ghertner with models Ethel Cain, Charlotte Cardin, Cara Delevingne, MINNIE, Little Simz, and Caitlin Soetendal

Miu Miu explores multiplicity and identity with its new Fall 2024 campaign. The campaign was created in partnership with the brand’s current go-to collaborators, photographer Zoë Ghertner and creative director Edward Quarmby.

The imagery sees Cara Delevigne front her first campaign for the house. She is joined by musicians Ethel Cain, Little Simz, Minnie, and Charlotte Cardin and model Caitlin Soetendal.

This eclectic cast of distinctive young women embodies the collection’s spirit of cross-pollination and temporal subversion. Finding new dimension in the brand’s theme of growth and femininity, a vintage-inspired and typically “adult” woman’s wardrobe is recast through unconventional material selection and a combination with new takes on banal menswear staples. Pajamas are recast as daytime clothing; tailoring is shrunken and deconstructed. Accessories are playfully layered.

Exuding a disarmingly spontaneous quality, Ghertner’s portraits draw an enigmatic and striking sense of personality out of each of her subjects, which is magnified and multiplied by their clothing. Minimal yet intentional set design features a swirling carpet and a series of uniquely curated chairs subtly deepens the mood. In the accompanying short film, a soundtrack consisting only of beats from a vintage drum machine adds another dimension of uncannily cool directionality.

The campaign fits cohesively within Miu Miu’s extended universe of enigmatic and effortlessly cool femininity while extending it to include more characters – some new, and some newly returned. While we’re still concerned about the “white background” campaign trend that is dominating the recent output of many major fashion houses, Miu Miu has put a spin on it that fits within its distinct identity and finds a unique allure beyond the background.