This holiday season, Miu Miu gives us an exclusive look into its newest covetable creations with a campaign directed by Edward Quarmby, starring multifaceted actress Emma Corrin. Filled with nostalgia, blurring together both past and present fashion while also fueling the complexity of reality versus fantasy, the visual tale eschews a typical holiday campaign with its representation of the here and the now.



With the title “Irreverent Wonder,” Miu Miu accomplishes an implicit desire: to never take anything too seriously and to try absolutely everything. Through features of antique postcards to Corrin’s infectiously positive outlook, the campaign accomplishes not just the joy of the holiday season, but the joy of existence itself.

The setting of the brand’s campaign is an analysis of juxtaposition, with the backdrop being neutralized, the walls and floors wrapped in delicate silk, and the ground of the room popping with colorful furnishings in which Corrin naturally interacts. The campaign features eye-catching objects contributing to the setting — a grand piano, an intricately patterned sofa, an ornamented armchair, and one long and heavy drape. Whether audiences realize it or not, the visuals invite and completely predisposes the viewer to play along with Corrin, losing a sense of anxiety and judgment. Instead, the viewer engages in an interplay of light and shadow, running from safety and into the unknown.

As the camera shifts and alters in angle, Corrin’s wardrobe evolves with seamless transitions between comfortable and informal attire to glittering and party-ready ensembles for the modern, everyday woman. From shearling coats, patterned sweaters, and plaid sets to leather moccasins and gloves alongside the brand’s signature bags (the Arcadie, the Adventure, the Penny, and the Wander), each piece is taken straight out of a festive calendar. The Plume sneakers, knee-high boots, and brogues all contrast each other, featuring various angles and representations of the actress at various points throughout the room.

Integral to this campaign is Miu Miu’s 2024 Upcycled collection—a testament to the brand’s commitment to circular design practices. Crafted from re-fashioned deadstock yarn, kilts, and leather, each garment in this limited-edition collection is permeated with a hint of spunk, redefining what it means to be human.

Miu Miu Holiday Campaign 2024 “Irreverent Wonder” – Emma Corrin | YouTube
Discover More