Miu Miu Prelude 2025 Ad Campaign

Review of Miu Miu Prelude 2025 Ad Campaign by Creative Director Edward Quarmby and Photographer Alessio Bolzoni with models Ro Pinheiro, Jessie Craig, Xiaohan Chen

Miu Miu turns adventurous style on its side with the new campaign for its Prelude 2025 collection by creative director Edward Quarmby and photographer Alessio Bolzoni.

The collection extends Miu Miu’s signature practice of idiosyncratic layering and abbreviation or elongation of classic pieces into a utilitarian sartorial world that draws on the heritage of scouting. The brand’s highly successful collaboration with stylist Lotta Volkova continues, and she fills these looks with open-ended style stories through unexpected combinations and clever uses of knotting, twisting, and rolling.

Bolzoni captures the cast of young heroines as they lie on their sides in a blank interior corner with feet against the wall. But these images are then rotated ninety degrees, giving us the initial impression that the models are actually standing on the floor and leaning against the wall, and forcing us to look again as we work to understand what is really going on.

It’s a very easily executable (not to mention affordable) visual concept, yet it does more than enough to support the subtly off-kilter styling perspective and achieve a striking mood that is at once direct and enigmatic – a delicate balance that is unmistakably Miu Miu.