Directed by Chinese filmmaker Gu You and photographed by Li Sihao, the campaign unfolds at the Gongwang Art Museum designed by Pritzker winning architect Wang Shu on the outskirts of Hangzhou, a brutalist landmark surrounded by hills, scattered red spheres and soft winter mist.
Starring singer-songwriter, Lexie Liu, and actress, Zhao Jinmai, the campaign draws on a sense of synchronicity and quiet wonder.
Moving through rooftops, staircases and open courtyards, the two protagonists encounter a white horse, a symbolic figure evoking independence, vitality and the spirited energy associated with this zodiac year.
The collection expresses an optimistic, liberated attitude, attuned to the sense of renewal marking this festive moment. Silhouettes balance structure and ease: zip-front blousons, oversized hoodies, shrunken knits, full knee-length skirts, structured trousers, camisole layers.
Key bags include the Wander, Arcadie, Aventure, the pochette in nappa antique, nappa suede, and matelassé leather, offered in classic tones as well as metallic silver and CNY red.
Footwear highlights include Plume sneakers in new seasonal iterations, alongside leather loafers and sturdy hobo boots. The offering is completed by vintage-inspired eyewear and new logo hair accessories.
The setting, poised between the rural and the metropolitan, heightens the contrast between reality and reverie, modernity and memory, functionality and grace: a vocabulary that lies at the heart of Miu Miu’s imaginative universe.
