Miu Miu

SUMMARY

Miu Miu is an Italian luxury fashion brand known for its avant-garde designs, youthful spirit, and rebellious approach to high fashion. Founded in 1993 as a subsidiary of Prada, the brand offers a distinctive take on femininity, blending vintage inspirations with contemporary aesthetics. Miu Miu is celebrated for its eclectic collections, bold prints, and unconventional silhouettes, appealing to fashion-forward consumers who embrace individuality. Over the years, the brand has become a global icon in the luxury industry, with flagship stores in major fashion capitals and a strong presence in international runway shows. Prada Group has now announced the appointment of Silvia Onofri as Chief Executive Officer of Miu Miu, effective February 26, 2025.

HISTORY

Miu Miu was established in 1993 by Miuccia Prada as a more playful and experimental counterpart to luxury fashion brand, Prada. The name “Miu Miu” originates from Miuccia Prada’s childhood nickname, reflecting the brand’s intimate connection to her personal style and creative vision. While Prada is popular for its minimalist elegance, Miu Miu embodies a bold, free-spirited aesthetic, with bold colours, unconventional fabrics, and whimsical embellishments.

In its early years, Miu Miu gained widespread recognition for its distinctive take on femininity, presenting collections that juxtaposed refinement with rebellion. The fashion brand’s debut runway show in Paris set the tone for its unique approach, introducing a mix of vintage-inspired pieces, oversized silhouettes, and unexpected textures that challenged traditional fashion norms.

Throughout the 2000s, Miu Miu expanded its influence by collaborating with leading photographers and filmmakers for its advertising campaigns. Visionaries such as Steven Meisel, Inez & Vinoodh, and Sofia Coppola have contributed to the luxury fashion brand’s striking visual identity, reinforcing its status as a trendsetter in luxury fashion. These campaigns often feature unconventional models and celebrities, further highlighting Miu Miu’s nonconformist spirit.

The brand is a fixture at prestigious fashion weeks, consistently delivering runway shows that captivate audiences with their theatrical storytelling and bold styling. Some of its most memorable presentations include the Spring Summer 2010 collection, which featured exaggerated shoulders and futuristic prints, and the Autumn Winter 2015 show, which reimagined 1970s glamour through vibrant patterns and dramatic layering.

Over the years, Miu Miu has collaborated with artists, independent fashion designers, and cultural icons to create limited-edition collections and capsule lines. One of the brand’s most notable collaborations was with footwear brand New Balance, resulting in a highly sought-after line of luxury trainers that fused sportswear with high fashion. Additionally, Miu Miu’s Women’s Tales initiative—an ongoing project that commissions female filmmakers to create short films—has positioned the fashion brand as a champion of women’s voices in the creative industry.

Despite its independent identity, Miu Miu remains under the ownership of the Prada Group, benefitting from the parent company’s resources while maintaining creative autonomy. This balance has allowed the brand to expand its global retail presence, with flagship stores in Paris, London, New York, and Tokyo, as well as an extensive online presence. Today, Miu Miu is regarded as one of the most influential luxury fashion brands, continuously pushing the boundaries of style and self-expression. With its daring designs and innovative marketing strategies, the brand continues to appeal to a new generation of fashion enthusiasts who seek individuality and artistic freedom in their wardrobes.

For the first nine months of 2024, retail net sales of the Prada brand increased by 4 percent and Miu Miu by 97 percent, at constant exchange rates — with a sustained growth across all regions and product categories. Patrizio Bertelli, Prada Group Chairman and Executive Director, commented: “We are pleased to see that our strategy keeps delivering above-market performance at both Prada and Miu Miu. We are operating in a challenging environment, for the entire luxury value chain.”

VISION

Miu Miu was founded with the vision of redefining contemporary femininity through an artistic lens of playfulness and design innovation. Miuccia Prada envisioned a luxury fashion brand that would challenge traditional beauty standards and offer women a platform to embrace their unique sense of style. Unlike its more sophisticated sibling, Prada, Miu Miu was designed to be experimental, youthful and unpredictable.

The brand’s vision extends beyond fashion, aiming to create a cultural movement that celebrates diversity, self-expression, and creative freedom. Through its runway shows, campaigns, and collaborations, Miu Miu continuously seeks to push artistic boundaries, blurring the lines between fashion, film, and contemporary art. Miuccia Prada’s vision for Miu Miu also includes a commitment to empowering women, both through fashion and creative initiatives. The Women’s Tales project, in particular, reflects this philosophy by providing a platform for female directors to share their perspectives through film.

MISSION STATEMENT

Miu Miu’s mission is to create innovative, bold fashion that challenges traditional norms of fashion and inspires self-expression. By combining retro influences with cutting-edge design, the fashion brand seeks to redefine modern femininity in a way that is both sophisticated and subversive. At the heart of its mission is a dedication to craftsmanship and quality. Every Miu Miu piece is meticulously designed and produced using the finest materials, ensuring that the brand maintains its reputation for excellence. Whether through its ready-to-wear collections, accessories, or footwear, Miu Miu aims to deliver products that reflect both artistry and authenticity. Additionally, Miu Miu is committed to sustainability and ethical fashion practices. As part of the Prada Group, the brand continues to invest in environmentally conscious initiatives, from sustainable fabric sourcing to carbon footprint reduction, striving to create luxury fashion with a purpose.

EXECUTIVE BOARD

• Miuccia Prada – Founder and Creative Director
• Andrea Guerra – Chief Executive Officer of Prada Group
• Benedetta Petruzzo – Chief Financial Officer
• Lorenzo Bertelli – Head of Marketing and Corporate Social Responsibility

PRODUCTS AND SERVICES

Miu Miu offers a wide portfolio of luxury items, including ready-to-wear collections, handbags, footwear, eyewear, and fashion accessories. Known for its eclectic aesthetic, the brand’s pieces often feature intricate embroidery, rich textures, and unexpected silhouettes that make a bold fashion statement.

One of Miu Miu’s most iconic collections is the Matelassé Handbag Line, which features quilted leather bags in an array of colours and designs. These handbags have become a signature of the brand, often spotted on celebrities and fashion influencers. Another standout collection is the Miu Miu Club Line, which reinterprets eveningwear with a modern twist, featuring crystal-embellished dresses, structured blazers, and playful mini skirts.

The brand has also ventured into footwear, offering a mix of elegant heels, chic loafers, and edgy platform boots. The Miu Miu Satin Ballerinas, featuring delicate ribbon ties, have become a cult favourite, embodying the brand’s signature fusion of femininity and rebellion.

AWARDS AND RECOGNITION

Miu Miu has received numerous accolades for its contributions to fashion and culture. The brand was awarded the British Fashion Award for Best Emerging Brand in its early years, recognising its rapid impact on the luxury fashion scene. Additionally, Miu Miu’s advertising campaigns have won multiple Cannes Lions Awards, celebrating the brand’s innovative storytelling and artistic direction. The Women’s Tales film series has also been praised at international film festivals, cementing Miu Miu’s influence beyond fashion. The brand’s designs have also been featured in major museum exhibitions, including The Met’s “Heavenly Bodies: Fashion and the Catholic Imagination”, further solidifying its status as a cultural and artistic powerhouse.

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