Miu Miu 'Upcycled' 2025 Ad Campaign

Review of Miu Miu ‘Upcycled’ 2025 Ad Campaign by Creative Director Catherine Martin, Art Director Edward Quarmby, and Photographer Michella Bredahl with models Callina Liang, Daisy Ridley, Diana Silvers, Eliot Sumner, Jasmin Savoy Brown, Willem Dafoe, Betsy Gaghan, Eli Langer, Sam Davis, Sanique Dill, and Yura Romaniuk

Miu Miu’s Upcycled 2025 campaign merges fashion and film in an atmospheric reverie shaped by the visionary eye of Catherine Martin. Best known for her Oscar-winning production design, Martin brings her signature cinematic precision to both the collection and her directorial debut short film Grande Envie, which anchors the campaign’s haunting mood.

Set within the sun-drenched, timeworn grandeur of a French chateau, the campaign explores the blurred lines between past and present, romance and restlessness, through Michella Bredahl’s softly voyeuristic lens. A cast of actors and models — including Callina Liang, Jasmin Savoy Brown, Diana Silvers, and Willem Dafoe — wander bedrooms, hallways, staircases, and lawns like ghosts in training, draped in upcycled garments that straddle eras with quiet defiance.

Martin’s styling juxtaposes vintage slips with collegiate blazers, sailor jackets with delicate lingerie, and prim t-shirts layered under lace — a tension that channels both the decadence and disobedience of the 1920s and ’30s. These garments, reclaimed and transformed, hold their histories while speaking to a new narrative of sustainability and reinvention.

The collection itself becomes a meditation on the value of memory: how clothing, like love, can be resurrected, reframed, and made more precious through care and creative intent. Whether haunting or haunted, the characters seem caught in states of longing — a fitting metaphor for a collection built on the desire to reimagine what already was.

With Grande Envie and the campaign, Miu Miu delivers a rare and resonant proposition: that luxury lies not in what’s new, but in what’s been touched by time — and transformed by vision.