Fall Winter 2010

Photographer: Mert&Marcus
Stylist: Joe McKenna
Casting: Lindsey Wixson, Ginta Lapina, Siri Tøllerod, Daphne Groeneveld


The Miu Miu Fall Winter 2010 campaign is an exploration of the concept of the New New Romantic: a woman in love with life exuding both youthful purity and – as she gazes straight to camera – a sincerity and determination that belies her tender age.

Models Lindsey Wixson, Ginta Lapina, Daphne Groeneweld and Siri Tollerod are photographed in London by Mert Alas and Marcus Piggott, in a simple studio setting, against a white background, hair pulled back of faces the better to highlight the differences between beautifully idiosyncratic features and the qualities of personality these might suggest.

There is playfulness to the whole and is here exemplified in particular by flashes of antique-inspired pastel colour – graphic daubs of peppermint, rose, wisteria and lilac are applied to porcelain pale complexions to deliberately bold effect.

Bridging a relationship between contemporary and Nineteenth Century culture, the look juxtaposes an austerity with proudly frivolous flourishes. Modern interpretations of historical detail include discreetly ruched sleeeves, bows, flounces and bustles – unashamedly pretty but at the same time pared down and functional at heart.

Further enhancing the dialogue between past and present is the use of traditional haute couture fabrics and a short, streamlined and often close-fitting silhouette. To emphasize the mood of the collection, Miu Miu presents a short film by Mert Alas e Marcus Piggott in which models spontaneously play and dance around a photo booth on Boy George “Generation of Love” remix.

A kaleidoscopic game of objects, sensations and emotions that is as fresh as it is light-hearted – a joyful view of femininity and of existence itself.