Miu Miu

Spring Summer 2022
Brand Campaign

“I am interested in objects of the everyday. I want to give a power and a value to things that are usually unnoticed.”
— Miuccia Prada

Inspired by the themes of the Spring/Summer 2022 collection—of paring back, working with what exists, finding freshness in iteration—the Miu Miu SS22 campaign centers on notions of the real.

Photographed and directed by Tyrone Lebon, with creative direction by Lina Kutsovskaya of Be Good Studios, the 360 campaign explores the relationship—and the reality—between subject and photographer. Portraiture feels honest, direct: a sense of self, each woman’s presence palpable.

As with the show, the campaign marks a turning point for Miu Miu: toward amplifying actuality and embodying its spirit of rebelliousness. Declaring an insistence to react and reflect, in order to create the new.

In close collaboration with Lina Kutsovskaya, I helped define the campaign concept, articulating it within creative decks, the photographer brief, and press and consumer-facing elements from the press release to all of Miu Miu’s social captions.

Team
Photographer: Tyrone Lebon
Creative Director: Lina Kutsovskaya of Be Good Studios
Stylist: Lotta Volkova

Talent
American model Hailey Bieber; South Korean actress Lee Yoo-mi, of Squid Game; Senegalese actress Mame Bineta Sane, the lead in the Cannes Grand Prix–awarded Atlantics; French model Alix Bouthors, who opened Miu Miu's SS22 show; 14-year-old actress Ever Anderson; and Emmy-nominated English actress Emma Corrin.

“I am interested in objects of the everyday. I want to give a power and a value to things that are usually unnoticed.” — Miuccia Prada

Inspired by the themes of the Spring/Summer 2022 collection—of paring back, working with what exists, finding freshness in iteration—the Miu Miu SS22 campaign centers on notions of the real.

Photographed and directed by Tyrone Lebon, with creative direction by Lina Kutsovskaya of Be Good Studios, the 360 campaign explores the relationship—and the reality—between subject and photographer. Portraiture feels honest, direct: a sense of self, each woman’s presence palpable.

As with the show, the campaign marks a turning point for Miu Miu: toward amplifying actuality and embodying its spirit of rebelliousness. Declaring an insistence to react and reflect, in order to create the new.

In close collaboration with Lina Kutsovskaya, I helped define the campaign concept, articulating it within creative decks, the photographer brief, and press and consumer-facing elements from the press release to all of Miu Miu’s social captions.

“I am interested in objects of the everyday. I want to give a power and a value to things that are usually unnoticed.”
— Miuccia Prada