Miu Miu "L'Eté" Summer Ad Campaign

Review of Miu Miu “L’Eté” Summer 2024 Ad Campaign by Creative Director Edward Quarmby and Photographer Richard Kern and models Emma Chamberlain, Rose Daniels, Amelia Gray Hamlin, Angel Haze, Mica Kendall, Lexie Liu, and Jasmin Savoy Brown

Miu Miu subverts summertime dress codes with a deceptively direct campaign for its L’Eté 2024 collection. The campaign features creative direction from Edward Quarmby and photography by Richard Kern.

The imagery continues Miu Miu’s practice of minimal and quietly eccentric focus on imaginatively reconfigured staples of timeless dressing, but strips away the previous sense of artistic distance for a direct, spontaneous, and almost lo-fi look at the L’Eté collection. Kern’s portraits meet the eclectic cast of multihyphenate young women in domestic interior spaces flooded with natural light. On the one hand, these feel like organic moments of transition as the characters get ready to head out in their cute Miu Miu summer fits – but on the other, the symmetry and and directness of the shots counterbalances that naturalism with a feeling of artifice.

The accompanying short film brings together these portraits as a series of vertical videos that almost look shot on iPhone and echo OOTD videos on TikTok, continuing the campaign’s reappropriation of realism.

The approach perfectly captures the elegantly disheveled chic of Miu Miu’s summer offering, which brings to emblematic uniform pieces of bougie sportiness – polos, tennis skirts, track jackets – an archly cool perspective of sensual reinterpretation. It’s another disarmingly yet effortlessly powerful statement of Miu Miu’s unique hold on contemporary cool-girl style.