Miu Miu has launched #MiuMe, an inclusive social media project that seeks to foster self-reflection.
Led by creative director Miuccia Prada, the brand invites a diverse cross-section of people from around the world – notable figures from the realms of sport, art, dance, and fashion, as well as Miu Miu fans responding to a call-out on Instagram – to use their phones to film themselves in their home environment. Discovery and experimentation are encouraged; the project celebrates that feeling of self-discovery and rediscovery that can come through an intentional encounter with one’s home or wardrobe. The selfie is transformed into a thoughtful exploration of self.
The first contribution comes from Harriet Verney, a fashion editor from Stroud in the UK. In a brief video clip that feels like stitched-together snippets of a personal FaceTime call, she gives us an intimate glimpse at the small moments that make up her life. The video draws energy from the exciting dualism of seeing things that feel familiar as they are expressed through the newness and unfamiliarity of someone else.
The project finds a nice space for itself among the recent trend of collaborative social media projects that are working to establish a creative community among quarantine. This one feels unique in its creative honesty and simplicity, which explores the familiar feeling that comes through being made to engage with the objects and places that one uses to express oneself. Miu Miu has given us an entertaining window into others’ experience of this feeling, and encouraged us to rediscover our own.
Photo and Video | Call This Number (Steve Mackey & Douglas Hart) Art Direction | Katie Grand Model | Harriet Verney