Miu Miu L’Eté 2025 Ad Campaign

Review of Miu Miu L’Eté 2025 Ad Campaign by Creative Director Edward Quarmby and Photographer Siân Davey with models Song Ah, Sam Davis, Sanique Dill, Eli Langer, Callina Liang, Yura Romaniuk, Diana Silvers, and Caitlin Soetendal

For the L’Été 2025 campaign, Miu Miu steps away from its traditionally controlled interiors and into the open air, offering a fresh, spirited reimagining of the house’s codes. Creative Director Edward Quarmby taps British artist Siân Davey—making her fashion debut—to capture this transition, while Lotta Volkova’s irreverent styling and Ashley Brokaw’s eclectic casting breathe life into an environment that feels both nostalgic and quietly subversive.

Set in a quiet, overgrown forest, the campaign casts its characters across antique furniture scattered casually among the greenery. Davey’s lens favors intimacy and spontaneity, with relaxed postures and whispered interactions suggesting fragments of a larger, half-remembered narrative. A companion video deepens this impression, layering in murmured conversations and laughter that touch lightly on themes of girlhood and discovery. The mood is one of suspended reality: a home away from home where tradition feels softened by summer heat and youthful irreverence.

What’s clever here is not just the break from Miu Miu’s usual visual lexicon, but how the campaign plays with the tension between control and abandon. Childhood dress codes—tennis skirts, mary janes, backpacks—are recontextualized through playful accessories and louche styling, evoking a spirit of autonomy rather than nostalgia. However, while the atmosphere is rich and textured, the campaign’s primary focus remains on showcasing product, with accessories often commanding more attention than the characters themselves. Still, in a market saturated with high-gloss fashion narratives, Miu Miu’s choice to prioritize softness, storytelling, and a lived-in charm feels refreshingly human.

Miu Miu’s L’Été 2025 campaign reminds us that sometimes the boldest move is simply stepping outside. In Davey’s hands, a secluded glen becomes a stage for memories both imagined and real—an atmosphere where girlhood, play, and personal style bloom in wild, unmanicured beauty.