Miu Miu

Upcycled Spring 2021 Ad Campaign

Review of Miu Miu ‘Upcycled’ Spring 2021 Ad Campaign by Agency Maybe, Creative Directors Charles Levai & Kevin Tekinel, and Photographer Marili Andre

Miu Miu unveils their new Upcycled collection with a simply gorgeous campaign. Marili Andre photographs the one-of-a-kind restored pieces, while Charles Levai and Kevin Tekinel handle creative direction.

The collection consists of vintage dresses that are reworked and transformed by Miu Miu while preserving the memory of the original. The strictly limited selection of just 80 one-off pieces were sourced in vintage stores and clothing markets worldwide. The original dresses, dating from the 30’s through the 80’s, are restored and finished by hand with signature Miu Miu embroidery and embellishments. The dresses are exclusively available at nine Miu Miu boutiques across the globe.

The campaign keeps things quite simple, which feels like the right choice: each piece has so much personality that they really speak for themselves. Capturing her portraits against a white studio backdrop, Andre seems perfectly tuned in to the poise of her models and the unique character of each dress. A series of three brief films lends motion to these portraits while offering a closer look at some of the pieces’ exquisite details.

The collection’s approach feels very similar to John Galliano’s “Recicla” collection for Maison Margiela, which debuted earlier this year. The increasing popularity of upcycled couture is promising for the sustainable future of fashion, though it does raise some questions and concerns. Both Miu Miu and Margiela’s upcycled collections are highly exclusive, and hand made. This makes each piece an exciting and unique work of art, but as far as sustainability, at this point, it still feels only symbolic. Sustainability needs to be for the many, not just a few.

To make a real difference, the industry needs to cut back its waste and emissions on a massive scale. Yet collections like these set a strong example that textile recycling can be more than just artistically viable, but truly beautiful.

We are thankful to see Miu Miu lend their voice so beautifully to the conversation around sustainability and excited to see where this strong beginning leads.

Miu Miu Creative Director | Miuccia Prada
Agency | Maybe
Creative Director | Charles Levai & Kevin Tekinel
Photographer | Marili Andre
Models | Amrit & Levi Achthoven
Stylist | Helena Tejedor
Hair | Karim Belghiran
Makeup | Aurore Gibrien
Casting Director | Piergiorgio Del Moro

Senior Fashion Writer | The Impression