Review of Miu Miu ‘Lunar New Year’ 2023 Ad Campaign by Creative Director Aj Duan with Photographer Sky with models Amber Kuo, Qiu Tian
Miu Miu explores love and light with its new campaign in celebration of Lunar New Year. The campaign was directed by Aj Duan and photographed by Sky.
The campaign’s festive styling fuses a preppy-chic sensibility with party-ready elegance, all replete with metallic and glittery touches that dazzlingly play into the imagery’s exploration of light. From the glow of the urban skyline to the celebratory dance of sparklers and fireworks, Sky’s photographs of brand ambassadors Qiu Tian and Amber Kuo are characterized by this lively play of light.
Meanwhile, the accompanying short film explores a complementary aspect of light: shadow. While the photographs are set outside against a lit-up night sky, the film takes place in a bare interior room – a more intimate space where white walls form a canvas for shadow puppets, projections, and a rabbit zoetrope that capture the playful yet introspective emotional spectrum of looking back on last year while welcoming the beginning of a new one.
Building confidently on Miu Miu’s well established aesthetic ethos, the campaign seamlessly infuses the brand’s emotional world of quiet discovery, subversive femininity, and irreverent elegance with a thoughtful celebration of the warm light of new beginnings.
Creative Director | Aj Duan
Photographer | Sky
Models | Amber Kuo, Qiu Tian