Miu Miu 'Miu Wander' Handbag Spring 2022 Ad Campaign - 01

Miu Miu

'Miu Wander' Handbag Spring 2022 Ad Campaign

Review of Miu Miu ‘Miu Wander’ Handbag Spring 2022 Ad Campaign by Miuccia Prada and Creative Director Lina Kutsovskaya with Photographer Tyrone Lebon with actress Sydney Sweeney

Miu Miu shares a new campaign to celebrate its ‘Miu Wander’ handbag, staring actor Sydney Sweeney, photographed by Tyrone Lebon with creative direction from Lina Kutsovskaya.

The campaign takes a fresh attitude and remains simultaneously playful and sophisticated in signature Miu Miu style. The curved lines of the Wander underscore omnipresent femininity. Her powerful gaze takes center stage, and her seemingly apathetic looks tell more than what meets the eye. The spirit of rebellion embodied by Sydney’s characters mirrors the ethos of Miu Miu, a twisted luxury energized by youthful rule-breaking, here illustrated anew.

Across the campaign, Sydney is reframed within her craft, captured in imagery that recalls classic film stills. These portraits seem like fragments of a broader narrative, enigmatic and elusive – switching between different contexts, moods, and feelings. They encourage the viewer to imagine scenarios and devise plots and the mind to wander.

Miu Miu Creative Director | Miuccia Prada
Agency | BeGood Studios
Creative Director | Lina Kutsovskaya
Photographer | Tyrone Lebon
Talent | Sydney Sweeney
Stylist | Lotta Volkova

Mackenzie Richard
Editorial Director | The Impression
Mackenzie Richard, our Editorial Director, embarked on her career with a primary focus on art industry marketing, representing renowned artists including Sol LeWitt and Jean-Michel Basquiat. Over time, her path led her into the roles of an art director and editor, where she now oversees The Impression's editorial and art teams. Leveraging her distinctive background in art and literature, Mackenzie provides critical insights into creative, design, and brand strategy while extensively covering runways globally.
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