Miu Miu "Upcycled" Holiday 2024 Ad Campaign

Review of Miu Miu “Upcycled” Holiday 2024 Ad Campaign by Creative Director Edward Quarmby with Photographer and Videographer Lengua and model Emma Corrin

Miu Miu continues its narrative of seasonal nostalgia with a unique craft exploration. Shot by photographer Lengua with creative direction from Edward Quarmby, the new campaign extends the brand’s holiday campaign with a focus on its latest Upcycled collection.

Now in its fifth edition, Miu Miu’s upcycled line for the first time extends across an entire wardrobe. The latest collection consists of four design chapters: Upcycled leather, globally sourced; Upcycled kilts from the fifties to the seventies; Upcycled yarn, comprising remnants from the brand archive with an emphasis on color; and Upcycled embroidery, showcasing samples of archival embroideries applied to a base of black chantilly lace.

Continuing the aesthetic perspective of the first chapter, Lengua captures actor and brand ambassador Emma Corrin in nostalgic portraiture that subtly channels late-Victorian portrait photography with an editorial twist. In the accompanying short film, she lists sensorial experiences and motifs that connect with her personal recollections of the holidays – a kind of emotional upcycling of its own.

A holiday edit and a new Upcycled collection feel like two distinct entities, so it might seem intriguing and unexpected that Miu Miu would spotlight them together as a single campaign expression. Yet the collection’s sense of history and individual craft consideration fits with the brand’s seasonal exploration of nostalgia and sensory connection, and the resulting campaign deftly weaves these threads together.