Written By: Rhea Lobo
One chair, two bags, and Gigi Hadid. Miu Miu proves that’s all you need to make a statement.
There’s a certain eagerness hidden between the frames of Miu Miu’s latest Leathergoods Campaign. Centered around the idea of ‘moving in’, it takes us through the door of a new home only to discover something unexpectedly retro inside. This time, the brand hands the spotlight to Gigi Hadid to tell the story of moving in to her very bourgeois new place with all but one chair, one table, a glass of water, and two Miu Miu bags.
Shot by the ever-iconic Steven Meisel, the campaign begins in a setting that was once probably an unassuming antique-y apartment frozen in time. Muted tones, carpeted floors, and just a hint of stiffness. Then comes Gigi. Suddenly the doors are being painted bright red, green and blue to match Miu Miu’s leather goods – the Arcadie and Wander bags.
Courtesy of Miu Miu
With her cropped blonde cut, she brings a playful, slightly juvenile energy to her character, shifting from relaxed and effortless to cheeky and bold in a heartbeat. One moment Gigi’s lounging like she owns the place (because she does, now), the next she’s breaking the fourth wall with a spark for rewriting the rules. Under the vision of Miuccia Prada, one can only imagine it’s less about fitting into a space, more about making it your own.
Courtesy of Miu Miu
But the real scene-stealers are the Arcadie and Wander bags – consider our attention diverted. They were, after all, the two most important possessions Gigi thought to bring with. Both bags move in, shaped by Miu Miu’s signature matelassé leather, plush and pillowy in all the right ways. They pop against the subdued backdrop in shades that range from punchy primaries to more understated tones. A little clash here, a lot of charm there, the Arcadie and Wander are already looking at home next to G.
Courtesy of Miu Miu
The whole attitude behind this campaign is intriguing. For the ultra-independent woman, Gigi’s confidence stepping into a new space and instantly knowing she can make it hers is peak chic. With art direction by Christopher Simmonds, styling from Lotta Volkova, and film direction by Jordan Hemingway, every detail clicks into place. While definitely polished, Miu Miu’s undertone of youthful wonderment is hard to miss.
Courtesy of Miu Miu
Courtesy of Miu Miu
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