Review of Miu Miu Lunar New Year 2025 Ad Campaign by Director Shujun Wei and Photographer Jack Webb with models Liu Haocun and Zhao Jinmai
Miu Miu celebrates music and light with its Lunar New Year 2025 campaign. The campaign features film direction by Shujun Wei and photography by Jack Webb.
Starring actors and brand ambassadors Liu Haocun and Zhao Jinmai, the narrative unfolds in Yi Lau Yi, a bustling Cantonese tea restaurant in the heart of Beijing. The space is washed in red neon lights as local three-piece band plays for the crowd of New Year’s revelers – until, magically, the musicians and other diners vanish and the pair is left to explore the empty space, playfully creating their own celebration.
The vibrant setting forms a strong backdrop for the festive updates of Miu Miu’s signature pieces that blend whimsy and sophistication, while stylist Lotta Volkova continues to be the brand’s not-so-secret weapon as she transforms individual pieces into curated narratives of individual style. Celebratory and bright, the campaign sees the iconic Miu Miu girl in a distinct new light.
Miu Miu Creative Director | Miuccia Prada
Creative Director | Edward Quarmby
Film Director | Shujun Wei
Photographer | Jack Webb
Models | Liu Haocun and Zhao Jinmai
Stylist | Lotta Volkova
Location | Yi Lau Yi, Beijing, China