Miu Miu Spring Summer 2018 Advertising Campaign

For the latest Miu Miu campaign, the Southwestern desert in North America serves as location for a meeting of young minds. Outfitted in Miuccia Prada’s Miu Miu Spring Summer ’18 collection are Elle Fanning, Adwoa Aboah, Olivia Anakwe, Edie Campbell, Oumie Jammeh, Faith Lynch, Rianne von Rompaey, and Cameron Russell. Wearing the designs of a woman renowned for nurturing experimental thinking, women who quite often use their social platforms to promote progressive attitudes congregate in and around historically radical architecture.

For example, Elle Fanning is active in the gender equality-promoting program REALgirl. Adwoa Aboah’s efforts toward social progress include the media platform Gurls Talk, an ambassadorship with Save the Children, and work with Heads Together. Edie Campbell has written for and spoken to several publications with the distinct goal of combatting abuse in the fashion industry. Cameron Russell’s diverse forms of activism range in subject from her popular TED Talk on the injustices of the modeling industry and her equal-opportunity platform Space-Made, to her campaigns for climate change awareness: People’s Pilgrimage, Earth Day in Fashion, Flower Challenge, the film Climate Warriors, and more.

Alasdair McLellan returns to visualize the latest Miu Miu collection: clothing that promotes a certain utopian utility. The spartan yet wistful nature of the environment is explored through the repurposing of decorative floral pattering and plaid layered onto classic work-wear silhouettes. Set against awesome concrete infrastructure, supple materials are accented with gemstones and wicker, leather and lace – treasures discovered in the sand. The Southwestern desert, a landscape associated with both the utilitarian and the utopian, freedom and its harsh physical limitations, stretches as far as the possibilities of experimentation, whether in the pursuit of preservation, justice, community, design, or the liberty of free spirits.