Miu Miu Celebrates Chinese New Year With "Always New, Always Miu" Campaign

Miu Miu Celebrates Chinese New Year With "Always New, Always Miu" Campaign

Miu Miu Celebrates Chinese New Year With "Always New, Always Miu" Campaign

The Italian brand explores the reshaping of the world, youth and ideas of the future with the latest campaign for Chinese New Year.

The Italian brand explores the reshaping of the world, youth and ideas of the future with the latest campaign for Chinese New Year.

Text: Trishna Rikhy

In a celebration of Chinese New Year, Miu Miu reinvents foreverness. 

If one thing could be new forever, what would it be? With the “Always New, Always Miu” campaign, the Italian high fashion label toys with contemplations to answer this question, bringing together a fresh-faced, dynamic cast of newcomers including actress Qiu Tan, idol Yifan Zhang and models Gu Xue and Yuru Zhang.

With Miu Miu, the world is reinventing itself, fresh and new as the dewy complexions of youth, looking forward to optimistic, bright prospects in 2021. Everything is raw and unblemished—bare complexions are stark against a minimalistic backdrop in the campaign, while the sharp, crisp cuts and tailoring signature to Miu Miu take form in athletic shapes with varsity symbols, all the offerings of the modern urban uniform. 

The festivities of Chinese New Year are further commemorated with a selection of the perfect accessories, including the Miu Belle bag and jeweled sneakers, an ode to the spirit of buoyancy and hopefulness throughout the season. 

As we are propelled into the future, knowing not what is to come but remaining hopeful for the best, we embark on the journey forward led by faces of the youth, faces of Miu Miu, fearless and iconic, bringing welcomed change and contemplation. Things are Always New, Always Miu.

Enter the slideshow below to view the campaign and shop the collection at MiuMiu.com.

Credits: Images courtesy of Miu Miu

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