The new digital project by Miu Miu is called #MiuMe and the brand invites people from the sport, art, dance industry, as well as their fans, to film themselves with their phones, in the comfort of their homes, while they wear clothes and accessories of the brand. The goal is to celebrate the freedom of expression, transforming a “selfie” in a statement of their identity. And here we are today, with the second chapter, that sees the model Du Juan as the protagonist, directed by the famous stylist Katie Grand via FaceTime. She poses in front of her phone camera while she wears the looks from the FW20 collection and some archives pieces from her personal wardrobe.
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#MiuMe invites a diverse cross-section of people from around the world – notable friends of the house in the realms of sport, art, dance, and fashion – to use their mobile phones to film themselves in their own environment. For the second chapter of #MiuMe, #DuJuan – model from Shanghai (China) – FaceTimes #KatieGrand from Beijing, while playing with #MiuMiuAutomne20 collection and her #MiuMiu archival pieces. Share your own creations by tagging @MiuMiu and #MiuMe. #DuJuan is art directed by @kegrand via FaceTime, shot by @CallThis_Number (@Steve__Mackey + @DouglasHartFilm)
You can join the campaign too! Look around inside yours, your mom, grandmas or friend’s closet, share your video on Instagram, and don’t forget to tag @MiuMiu and insert the tag #MiuMe.
A new digital approach that was experimented first by the French Maison, Jacquemus. The designer had the amazing idea of making a photoshoot for promoting his latest collection via FaceTime. The star of the campaign was nevertheless, Bella Hadid, that posed directly from her home in California for the photographer, Pier-Ange Carlotti via the app developed by Apple. During the Covid-19 pandemic, that forced everyone to stay inside their homes, the fashion industry had to found alternatives for their marketing and communication strategy.