Miu Miu has unveiled its 2025 Leather Goods campaign featuring model Gigi Hadid, with photography by Steven Meisel.
The campaign centres on the brand’s signature matelassé leather, now introduced in suede for the Wander and Arcadie handbags.
Departing from its previous campaigns inspired by specific artists, Miu Miu takes a broader artistic approach in this series. The visuals are designed to evoke the feel of classic 20th-century high society portraiture.
Each image has been digitally hand-painted, blending the qualities of painting and photography. The result is a tactile and ambiguous aesthetic, where texture and tone highlight the bags’ velvety softness.
The campaign presents three types of portraits. Hadid is shown in posed portraits against bold, coloured backdrops. Still-life compositions focus on the bags themselves, framing them as artistic objects. Motion images offer a behind-the-scenes view of the creation process, capturing the act of painting along with internal monologues from the subjects.
The campaign’s creative direction was led by Miuccia Prada, with styling by Lotta Volkova and art direction by Edward Quarmby.
