Continuing its tradition of honoring influential female creatives, Miu Miu draws inspiration from the stylized works of Yevonde, a pioneering British feminist photographer from the interwar period, she defied societal norms by establishing her own studio at the young age of 21. Signing her work solely with her first name, she asserted her personal authorship and identity in a male-dominated industry.

Yevonde’s groundbreaking photography of the 1930s is characterized by delicately nuanced colors and surreal compositions, often featuring models and high society figures. In a respectful homage to Yevonde’s aesthetic, Miu Miu’s campaign mirrors the composed elegance of her images while infusing them with a contemporary flair.

This campaign also showcases Yevonde’s signature fractured color tones, juxtaposing saturated hues against soft pastels in instinctive and joyful contrasts. This interplay of colors is mirrored in the new colorways of the Arcadie and Wander bags, where classic caramel and cognac tones harmonize with vibrant orange and soleil shades.

Each image in the campaign exudes a contemplative poise, with details like fallen petals and gracefully gestured hands evoking a sense of nostalgia for a bygone era. Yet, Meisel’s photographs inject a bold and modern attitude into the scene, bridging the gap between past and present.

Discover Miu Miu 2024 bag campaign on Crash.

Credits:

Photography: Steven Meisel

Creative direction: Edward Quarmby 

Styling: Lotta Volkova

Model: Gigi Hadid

www.miumiu.com