Review of Miu Miu Handbags Spring 2024 Ad Campaign by Creative Director Edward Quarmby and Photographer Steven Meisel with model Gigi Hadid
Miu Miu celebrates the legacy of a pioneering feminist artist and explores the evolution of color photography with a new campaign focused on handbags. The campaign was shot by photographer Steven Meisel with creative direction from Edward Quarmby.
The imagery draws direct inspiration from the work of pioneering photographer Yevonde, who helped to define the image of the interwar period and was hugely influential in the development of color film in portraiture.
Departing from his own style a bit, Meisel channels Yevonde’s iconic approach by calling back to her richly saturated colors and use of gradient backdrops, while the styling and hair also draws on the trends of the late 30s. The set design and props also channel Yevonde’s symbolic and painterly perspective on photographic portrait composition.
The accompanying short film deepens the exploration of the photographic process itself as it offers glimpses beyond the backdrop at the actual studio space where the portraits are captured, including lighting equipment and an antique camera.
Yet Gigi Hadid is unmistakable as a leading muse of our time, and the images thus take on a powerful spirit of cross-temporal communication. Yevonde was a feminist and a leading woman artist at the time when creative avenues were typically closed off to women, making her a fitting hero and point of inspiration for Miuccia Prada’s contemporary exploration of evolving codes of the feminine persona.
Miu Miu Creative Director | Miuccia Prada
Creative Director | Edward Quarmby
Photographer | Steven Meisel
Model | Gigi Hadid
Stylist | Lotta Volkova
Set Designer | Mary Howard