Miu Miu x New Balance

Spring 2022 Ad Campaign

Review of Miu Miu x New Balance Spring 2022 Ad Campaign by Creative DirectorLina Kutsovskaya with Photographer Tyrone Lebon with models Mame Bineta Sane, Alix Bouthors, Liv.e

For the Spring/Summer 2022 Miu Miu collection, Miuccia Prada reimagines the

1980’s New Balance 574 sneaker in a unique collaboration with the iconic heritage

brand.

Reflecting the aesthetic codes of Miu Miu, the New Balance 574 is offered in white,

khaki, and blue, raw-cut edges emphasising construction through deconstruction. The

collaborative model, made in Italy and co-branded on the tongue with stacked New

Balance and Miu Miu logos, debuted on the Spring/Summer 2022 Miu Miu runway –

where this reinterpretation of the technical athletic shoe, an archetypal wardrobe

classic for over 30 years, becomes part of the quintessential Miu Miu vernacular of

rebellious luxury.

This new proposal is captured by Tyrone Lebon in a campaign of still and moving

image. Featuring model Alix Bouthors, singer-songwriter Liv.e and actor Mame Bineta

Sane, the cast encapsulates this collaboration’s cross-disciplinary identity and strong

individuality. A series of triptych photographic collages and lo-fi film shorts, the

campaign reflects reality – the reality of these Miu Miu girls, and the clothes they live

in.

Miu Miu x New Balance
Creative Director | Lina Kutsovskaya
Photographer | Tyrone Lebon
Models | Mame Bineta Sane, Alix Bouthors, Liv.e
Stylist | Lotta Volkova


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