Miu Miu has revealed its new Spring Summer 2024 bag campaign starring Palestinian supermodel Gigi Hadid.
The new campaign is an ode to colour, femininity, and fashion and features Gigi with the iconic Wander and Arcadie bags photographed by Steven Meisel.
Discussing the new campaign, the house said it was inspired by the British Feminist and Suffragette interwar photographer Yveonde: “In a continuing championing of historic female creatives channelled through Miu Miu campaigns, inspiration is drawn from the stylized work of the pioneering British interwar photographer Yevonde. A feminist and suffragette, Yevonde’s career emblematizes freedom and independence – opening her own studio aged just 21 at a time when professions for women were limited if permitted at all, she signed her work using only her first name, asserting both her personal authorship and identity as a woman.
“Yevonde’s work of the 1930s is ground-breaking for its use of delicately nuanced and considered colour, creating surreally perfect arrangements of models and high society elites within utopian scopes of unreal props, drapery and foliage. Here, those images are echoed in a respectful homage – we find a similar composure in crafting the image, the same saturated hues set against porcelain-delicate dégradé pastel, yet with the spontaneous spirit of now. This campaign extols Yevonde’s hallmark fractured colour tones, in instinctive and joyful contrasts – an idea echoed through the new colourways of the Arcadie and Wander, where classic Caramel and Cognac hues are joined with bright orange and soleil. The contemplative poise of each image – fallen petals, a carefully-gestured hand, bags hugged, cradled, held – evokes that bygone age, yet Meisel’s images are injected with the bold attitudes of today.” the house continued.
On the choice of Gigi in the campaign, Miu Miu described here as the “perfect conduit” for re-awakening the work and inspiration of Yevonde.
