Miu Miu has released the second installment of their #MiuMe social media campaign, starring model Du Juan.
Led by creative director Miuccia Prada, the brand invites a diverse cross-section of people from around the world – notable figures from the realms of sport, art, dance, and fashion, as well as Miu Miu fans responding to a call-out on Instagram – to use their phones to film themselves in their home environment. Discovery and experimentation are encouraged; the project celebrates that feeling of self-discovery and rediscovery that can come through an intentional encounter with one’s home or wardrobe. The selfie is transformed into a thoughtful exploration of self.
Du Juan makes interesting use of the platform by creating a FaceTime self portrait. Beautiful with no makeup, wearing Miu Miu’s fall 2020 collection in combination with her own Miu Miu archive pieces, she looks firmly but sensitively into the camera – our eyes – and speaks volumes while saying nothing. Her small gestures go a long way to communicate personality. As the sky fades and the lights of the city come on through the wide window behind her, and the brief video comes to a close, we feel as if we have had an hours long video call – and we are not quite sure what to do with ourselves after.
The project finds a nice space for itself among the recent trend of collaborative social media projects that are working to establish a creative community among quarantine. This one feels unique in its creative honesty and simplicity, which explores the familiar feeling that comes through being made to engage with the objects and places that one uses to express oneself. Miu Miu has given us an entertaining window into others’ experience of this feeling, and encouraged us to rediscover our own.
Miu Miu Creative Director | Miuccia Prada Art Director | Katie Grand Photo and Video | Call This Number (Steve Mackey & Douglas Hart) Model | Du Juan