Photographer: Bruce Weber
Art Director: Giovanni Bianco
Stylist: Joe McKenna
Casting: Hailee Steinfeld
The multiplicities and dichotomies of Miuccia Prada’s Miu Miu woman are further explored this season through the advertising campaign for F/W 2011. Making his photographic debut for the label is Bruce Weber and this, together with the casting of the gifted actress Hailee Steinfeld as the ‘Miu Miu girl’, brings with it yet another layer of meaning to an already complex view of femininity contained within this sophisticated and elegant collection.
Both ‘contemporary’ and ‘discerning’ glamour are the touchstones for this season’s viewpoint. In today’s world they are often seen at odds, but in Miu Miu for F/W they are united in purpose. The idea of ‘discretion’ functions in both senses of the word and is personified by a woman confident in her individuality, someone who is not conditioned by the dictates of design. Her elegance is fresh and feminine and far from conventional. In Bruce Weber’s photographs Hailee is the conveyer of this message. She is a girl who has the stature – in both senses – to carry these mature and elegant silhouettes whilst still remaining true to her youthful spirit. It is this timeless exuberance in attitude and strength of character that is sort in all Miu Miu women, both surpassing and diminishing years.
It seems particularly apposite that Hailee wears a highly structured silhouette reminiscent of that from the forties. Here, the below-the-knee modesty is countered by the toughness and strength of the shoulder and each is balanced by the playful sprays of blossoms and daisies, shining swallows and glittering heels – with all of their ‘ruby slipper’ connotations. It is a magical time that is captured in the campaign and it was an event not lost on the young actress.
“I had such an amazing experience working with the Miu Miu team on this campaign,” said Hailee. “It's so much fun to have the chance to work with such a gifted designer and wear these incredible clothes. I feel so lucky to be a part of it.”