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