.new campaign
Miu Miu's Upcycled Alchemy
Denim Reimagined
written Sarah Arendts
Miu Miu has always danced to the beat of its own drum, and in 2024, the beat is all about sustainable and upcycled chic with a nod to heritage.
The launch of Miu Miu's fourth limited edition Upcycled collection – featuring Denim and Patch bags – is a testament to the brand's enduring commitment to circular fashion. But that's not all. Miu Miu is also ushering in the Chinese New Year with an exclusive capsule collection that redefines festive elegance.
Miu Miu
Upcycled Denim and Patch bag
Adv Campaign
The Miu Miu Upcycled story, born in 2020, is about the narrative woven into each thread, the echoes of past lives that once adorned these fabrics. This collection, particularly the Denim line, is a homage to the enduring spirit of pre-2000 jeans. Sourced globally from denim connoisseurs, these pieces are chosen for their unique color, weight, and the intimate tales told by their fading patterns. Denim, a fabric celebrated for its durability and the beauty of its ageing, becomes the canvas for Miu Miu's creative expression.
Each garment, whether it's a reimagined wide-legged jean, a trucker jacket, or even the quaint bra tops and shorts, is a testament to the brand's dedication to circularity. The process is meticulous – preserving the outer seams before skillfully deconstructing and fashioning them into something new, yet familiar.
This is not just upcycling; it's a celebration of the garment's history, its journey, and its potential for a new narrative.
Drawing inspiration from the 1950s, Miu Miu reinterprets these vintage styles with a modern twist. Silk chiffon petals, facetted beads, and black crystals set in antique metal bring a touch of nostalgia, each painstakingly hand-sewn onto the garments.
And for the first time, the Upcycled project extends its arms to embrace bags. The Patch bag collection, crafted from leather remnants of previous Miu Miu designs, is an ode to the brand's legacy – transforming the existent into something extraordinary, rich with history and meaning.
The campaign, featuring actor Ever Anderson and model Huijia Chen, and captured by photographer Jet Swan, is a visual symphony of character and cloth. It's not just about the garments but the stories they tell and the personalities they embody. It’s a series of captured moments, each unique, each telling a different story.
MIU MIU
Upcycled Campaign
available now in select Miu Miu stores and on miumiu.com
Reflecting on its journey, Miu Miu Upcycled has evolved from its debut with 80 one-off dresses to collaborations with iconic brands and now, with the latest addition of bags. These collections, strictly limited in number, are treasures of sustainable luxury.