Review of Miu Miu ‘Making of Old’ Spring 2026 Ad Campaign by Creative Director of Miu Miu Miuccia Prada
Titled Making of Old, Miu Miu’s latest campaign arrives with timing that feels considered. As the house’s consumer grows increasingly attentive to questions of quality, durability, and value, this meditation on ageing leather reads as quietly confident. Wear is framed as intention, time as collaborator, imperfection as authorship, a narrative well suited to a luxury moment where process carries as much weight as appearance.
On its own merits, the campaign is strong thinking. Process-driven content has become a genuine point of fascination for Miu Miu’s audience, who are deeply attuned to how objects are made and eager to see the hands behind them. By centering sanding, washing, brushing, and the study of natural leather markings, the house turns craftsmanship into a slow, satisfying spectacle. These sequences reward attention and lend each piece a sense of individuality that resists uniformity.
The emphasis subtly reshapes the idea of “new,” suggesting that value accumulates through labor, time, and deliberate intervention. For a house with global visibility and broad availability, distinction is articulated through nuance, through the promise that no two pieces will age in quite the same way.
There’s a generational intelligence at work. Today’s luxury customer tracks materials, understands supply chains, and discusses craftsmanship with a fluency once reserved for ateliers alone. Making of Old speaks directly to that literacy, presenting loafers, Arcadie bags, bomber jackets, and micro shorts as singular objects shaped by process and meant to be lived with. Patina becomes a stand-in for longevity, an appeal to emotional durability in an era of accelerated consumption.
That idea takes on added resonance following a recent moment of public scrutiny. Wisdom Kaye, a highly visible customer and cultural bellwether, shared quality failures in several Miu Miu pieces he had purchased, including broken zippers and detached buttons that appeared almost immediately, even on replacements. The posts moved quickly, collapsing the distance between marketing and lived experience and surfacing broader questions around quality control, accountability, and what luxury is expected to deliver at this level.
The strength of Making of Old sharpens those expectations. When ageing is elevated as beauty, the product must withstand time in practice. The campaign opens a meaningful dialogue and raises the stakes at the same time.
In the end, Making of Old works because it understands the moment. It meets scrutiny with sleeves rolled and process on display. As Marcel Proust suggested, discovery often comes from new eyes rather than new things, a fitting lens for a campaign that treats ageing as evolution rather than erosion. The house reminds us that luxury earns its meaning through use, memory, and care. The lingering question is simple, will the pieces age as beautifully as the story promises?
Miu Miu Creative Director | Miuccia Prada