Last season, the house of Miu Miu’s campaign had diverged from their steady narrative course under Art Director Giovanni Bianco into more of a coloration than a concept under the tillage of Creative Director/Stylist Katie Grand. For their resort season Grand has put the brand on a threshold of narrative featuring a cast caught in suspended animation by photographer Alasdair McLellan in the revolving doors of the Hotel Regina, Paris.
Revolving doors is definitely a step in the right direction to put the brand back on the track of conceptualized storytelling that is deeper than a simple color combination. However it remains to be seen if Grand will turn the door outward to the great wild world filled with adventure and stories, or toward the confines of the inside; a boxed approach with limited number of rooms and scenarios that can be played out.
Grand is clearly a conceptual stylist who has the vision to take brands on a big picture narrative that draws the audience in with more than a simple scene designed to showcase clothes rather than the artisanal side that build emotional connections to consumers. As for us we are optimistic the door will expand the brands horizons to be as big and bold as the runway set design thinking the house has built with agency M/M Paris.
Miu Miu Design Director | Fabio Zambernardi Creative Direction/Stylist | Katie Grand Photographer | Alasdair McLellan
Talent | Gwendoline Christie, Lucan Gillespie, Taylor Hill, Kendall Jenner, Adriana Lima, Ariel Nicholson, Cami You Ten, Zoe Thaets and Naomi Chin Wing
Hair | Anthony Turner
Makeup | Miranda Joyce
Casting | Anita Bitton
Production | Ragi Dholakia Productions
Location | Hotel Regina, Paris
WHERE FASHION GETS CREATIVE
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