FW23 Advertising Campaign

In the here and now. Future perfect. Miu Miu LIVE! occupies a place between real time and time to come, between transient, democratic spaces in shades of grey – an airport? a TV studio? – and the notion of movement everywhere and nowhere.

The performance of characters who inhabit this world is immediate – LIVE! – one moment, then self-absorbed, even remote, the next. A studied disorientation occurs – the familiar is disrupted. That same disruption is implicit in their wardrobe. Elegant twinsets, knee-length pencil skirts and oversized tailoring in dry, heavyweight wools cover the body – and uncover it.

The normally hidden – the waistbands of stockings, signature panties worn without skirts and delicate petticoats – is now revealed. Spontaneity and ease are veiled physically, in clothing, and emotionally by a sense of mystery. The universally recognised – the sincere – is subverted, looked at in a different way.

A multi-disciplinary cast includes singer-songwriter, Ethel Cain, actors Emma Corrin, Mia Goth and Zhao Jinmai, models Amelia Gray Hamlin and Annabelle Weatherly and model and LGBTQ+ advocate, Zaya Wade.

Photography: Zoë Ghertner
Talents: Ethel Cain, Emma Corrin, Mia Goth, Amelia Gray Hamlin, Zhao Jinmai, Zaya Wade, Annabelle Weatherly
Creative Direction: Edward Quarmby
Stylist: Lotta Volkova