Miu Miu’s Postcard-Perfect Holiday Campaign

Much like that nostalgic feeling of going through your grandma’s closet while visiting for the holidays, Miu Miu invites you to rediscover your best Christmas memories with its Holiday 2024 Campaign and Upcycled Collection. A tasteful mix of formal, casual and seasonal pieces, spiced up by vintage charm and a bold vision of sustainability that could be endlessly chic and cool. Fronted by actress Emma Corrin and shot by Lengua, the campaign channels postcard aesthetics with soft hues and a balance between laid-back cosiness and evening-ready glamour.

First launched in 2020, and now in its fifth edition, the Miu Miu Upcycled Collection breathes new life into vintage materials alongside their regular holiday launch. It looks like the brand isn’t putting this tradition aside anytime soon, as it’s become a symbol of their commitment to circular design. Sustainability is an increasingly important conversation in fashion, which is why Miu Miu has partnered with the Aura Blockchain Consortium to provide digital verification for each piece, ensuring transparency and traceability in the lifecycle of these pieces.

This year, the sustainable line-up of the collection includes leather biker jackets adorned with floral and flame motifs inspired by the brand’s Spring/Summer 2011 runway show. Each jacket is satin-lined, deconstructed, and finished with meticulous details like detachable shearling collars and raw hems. Tartan kilts, sourced from eras spanning the Fifties to the Seventies, are modernised with trompe l’oeil effects and hand-embroidered stones. The cosiest-looking chunky knit sweaters, hats and scarves, (and even bags!) are crafted from archival yarns and topped off with Miu Miu’s signature crochet logo.

What else is there to shop for Christmas? The main holiday collection features an expansive range of shoes, from soft moccasins and slippers to Plume sneakers, knee boots, strappy heels, and ballerinas. Accessories focus on hair this season, with hair clips, headbands, and bows. Handbags for any occasion – from casual leather classics to sequined New Year’s Eve statement clutches – featuring the Arcadie, Aventure, Penny, and Wander bags.

The campaign itself exudes understated elegance. Set against a dreamy, silk-wrapped environment punctuated by a grand piano, vintage furniture, and muted brocade textures, it perfectly complements the ambience of the collection. Emma Corrin embodies the playful, unconventional Miu Miu heroine, effortlessly transitioning between warm, cosy daytime looks and glittering evening ensembles.

The Holiday 2024 and Upcycled Collection is already available in select Miu Miu stores and online. Who says you can’t give presents not only for your loved ones but also for yourself?