Miu Miu
Miu Miu is an Italian high fashion women's clothing and accessory brand and a fully owned subsidiary of Prada. It is headed by Miuccia Prada and headquartered in Milan, Italy. Silvia Onofri is its CEO.
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| Company type | Subsidiary |
|---|---|
| Industry | Fashion |
| Founded | 1993 in Italy |
| Founders | Miuccia Prada[1] |
| Headquarters | Milan, Italy |
| Products | Luxury goods |
| Revenue |  €753 million (2023)[2] |
| Parent | Prada |
| Website | www.miumiu.com |
Miu Miu is an Italian high fashion women's clothing and accessory brand and a fully owned subsidiary of Prada. It is headed by Miuccia Prada and headquartered in Milan, Italy. Silvia Onofri is its CEO.
History
[edit]
Miu Miu was established in 1992 by Miuccia Prada.[1] The name was conceived from Miuccia Prada's family nickname.[3] It was publicly launched in 1993, with a cowgirl-themed collection of fringed suede jackets and patchwork prairie skirts.[4] Starting in 1994, the brand showed its collections in the US for three seasons.[5] It first showed a womenswear collection during Paris Fashion Week in 2006.[5]
By 2005, Prada worked on distinguishing Miu Miu by setting up a separate showroom for the brand in an Art Nouveau villa that served as Prada’s first Milan headquarters, and using that same location for the men’s fall-winter show in 2006.[4]
In 2020, Miu Miu introduced Upcycled by Miu Miu, a limited collection of vintage dresses from the 1930s through the 1980s that have been tweaked and refashioned.[6][7][8][9][10] The collection continues to be a major focus for the brand today.[11]
Miu Miu’s Spring 2024 show was chosen as the 'best of the year' at the Impression Awards 2024.[12] In the 2020's, Miu Miu has experienced a renewed interest from younger customers. 2023 full year sales figures were up by 82% year-over-year.[13]
Other activities
[edit]Under an agreement made with Prada, the production and global distribution of Miu Miu's prescription frames and sunglasses have been licensed to Luxottica since 2003.[14]
Backed by a 2013 agreement, between Coty and Prada, Miu Miu launched its first fragrance in 2015, marking the first time the brand expanded outside the fashion and accessories markets.[15]
Boutiques
[edit]
There are Miu Miu boutiques located on a global scale. Architect Roberto Baciocchi developed the blueprint for an early series of stores, which was first applied to the Milan store in 2006.[16] He also created the interiors for Miu Miu stores in Paris, Hong Kong, Florence, London, New York[17] and Taipei.[18]
Miu Miu opened its first independent store in China in The Mixc in Shenzhen in 2009.[19] A new North American store was launched in Houston, Texas, in The Galleria during the summer of 2011 and in Short Hills, New Jersey, in the fall of 2011. Miu Miu also opened their first Australian boutique at Chadstone Shopping Centre in Melbourne.[20] A branch opened in Glasgow, Scotland, in 2010 and is situated in the Fraser's department store.[21] A store designed by Herzog & de Meuron opened in the Aoyama district of Tokyo in 2015.[22]
In 2017, the Miu Miu Sloane Street store in London reopened after a refurbishment, and announced that they would be starting a customisation service to allow customers to design their own heels. It is the only Miu Miu store in the world to offer this service.[23] In 2025, Miu Miu reopened in London with a 7,500 square feet store at 150 New Bond Street and the announcement that Prada Holding would purchase the building for an estimated GBP £250 million.[11]
Advertising
[edit]For its advertising campaigns, Miu Miu has been working with renowned photographers including Juergen Teller (1996),[24] Glen Luchford (1996–1998),[25] John Akehurst (1998), Norbert Schoerner (1999), Mario Testino (2003), Inez and Vinoodh (2006–2007, 2014),[26][27] Bruce Weber (2011),[28] Mert Alas and Marcus Piggott (2012),[29] Alasdair McLellan (2017)[30] and Steven Meisel (2023–2024).[31]
Spokes-models for the brand have included Laetitia Casta, Kirsten Dunst, Maggie Gyllenhaal, Katie Holmes, Ginta Lapina, Lindsay Lohan, Vanessa Paradis, Chloë Sevigny, Siri Tollerod, Lindsey Wixson, Zhou Xun, Dong Jie, Jessica Stam and Joan Smalls.[32][33] In May 2011, Miu Miu appointed the (then only fourteen-year-old) actress Hailee Steinfeld to be the new younger face of the brand.[34][35] For the 2012 campaign, a 34-year-old, U.S. model Guinevere Van Seenus was chosen.[36] In 2018, actress Elle Fanning became the face of the brand. In October 2021, South Korean singer and actress Im Yoon-ah was selected as a brand ambassador.[37] The next month, South Korean singer Jang Won-young was announced as a brand ambassador.[38] In June 2023, Japanese singer and dancer Momo Hirai was selected as the brand's Japanese ambassador.[39] In August 2023, (G)I-dle’s Minnie was chosen as a new House Ambassador for Miu Miu.[40]
In 2011, Miu Miu launched the Women's Tales series. The campaign consisted of short films that were produced in conjunction with high-profile female directors. The outcome was a list of short, silent films that featured Miu Miu's collections. The first four short films were directed by Zoe Cassavetes, Lucrecia Martel, Giada Colagrande and Massy Tadjedin and were screened at the 69th Venice International Film Festival.[41] A fifth film that debuted in 2013 was written and directed by Ava DuVernay, who also starred in the film.[42]
In 2015, the UK’s Advertising Standards Authority banned a Miu Miu ad with actress Mia Goth that ran in British Vogue, after having received a complaint that Goth (then 22) looked underage because she wore "minimal make up".[43][44] MiuMiu stated that Goth wore a "sophisticated outfit, without a low neck-line, and nude make up" and Vogue defended the ad as sophisticated and noted they had received no complaints from readers.[44] The decision was widely criticised with Dazed calling the decision "simply not good enough" and "a disservice".[44]
Recent developments
[edit]Miu Miu has experienced remarkable growth, especially among the younger consumers, as a "youthful-leaning sister brand" of Prada. In 2024, the brand's revenues increased by 105% in the third quarter and 97% in the first nine months. Overall, Prada Group's revenues rose 10% during the same period. Miu Miu was recognized for a 93% sales increase in the first half of 2024. CEO Andrea Guerra mentioned the brand's focus on enhancing its identity and expanding retail presence to sustain this.[45]
References
[edit]- ^ a b "PRADA GROUP". A History Of Innovation. Archived from the original on 20 April 2011. Retrieved 6 May 2011.
- ^ "Prada Group Annual Report 2023" (PDF). pradagroup.com. Retrieved 24 October 2024.
- ^ Constance C. R. White (15 September 1998). "Once a Private Club, Prada Opens Its Doors". The New York Times. Archived from the original on 6 October 2009. Retrieved 28 July 2009.
- ^ a b Amanda Kaiser (March 3, 2006), Miu Miu Comes Into Its Own Archived 18 August 2021 at the Wayback Machine Women's Wear Daily.
- ^ a b Miu Miu Moves Paris Venue Archived 18 August 2021 at the Wayback Machine Women's Wear Daily, February 16, 2011.
- ^ Vanessa Friedman (October 22, 2020), The Newest Thing in Fashion? Old Clothes New York Times.
- ^ "Miu Miu reworks vintage dresses with its first upcycled collection". Harper's Bazaar. 11 December 2020. Retrieved 15 January 2024.
- ^ "Every Beautiful Detail Behind Miu Miu's New Upcycled Collection". British Vogue. 10 December 2020. Archived from the original on 15 January 2024. Retrieved 15 January 2024.
- ^ "How Miu Miu, Gucci, and More are Approaching Sustainability with Opulence". L'Officiem. Archived from the original on 15 January 2024. Retrieved 15 January 2024.
- ^ "Miu Miu développe un passeport numérique pour sa quatrième collection « Upcycled »". The Fashion United. 9 January 2024. Retrieved 15 April 2024.
- ^ a b Conti, Samantha (11 June 2025). "Miu Miu Makes a Comeback in London, Blending the Industrial With the Bourgeois". WWD. Retrieved 12 June 2025.
- ^ "Runway Winners – The Impression Awards 2024". The Impression. 11 January 2024. Archived from the original on 29 January 2024. Retrieved 29 January 2024.
- ^ Williams, Robert (7 March 2024). "Prada Defies Luxury Slowdown as Miu Miu Sales Surge 82%". The Business of Fashion. Retrieved 7 March 2024.
- ^ Luisa Zargani (14 May 2015), Prada and Luxottica Renew Eyewear License Women's Wear Daily.
- ^ Lisa Niven (30 October 2013). "The Scent Of Miu Miu". British Vogue. Archived from the original on 3 March 2016. Retrieved 11 November 2013.
- ^ Miu Miu Takes It Uptown Archived 18 August 2021 at the Wayback Machine Women's Wear Daily, July 17, 2002.
- ^ Marc Karimzadeh (July 10, 2007), Miu Miu Reopens in SoHo Archived 18 August 2021 at the Wayback Machine Women's Wear Daily.
- ^ Alessandra Ilari (April 16, 2008), Miu Miu’s Sense of Style Women's Wear Daily.
- ^ "miu miu – welcome to Shenzhen". Glass Magazine. 2009. Archived from the original on 30 August 2009. Retrieved 27 July 2009.
- ^ "Luxury brands make Chadstone home". Ragtrader. 17 August 2009. Archived from the original on 6 July 2011. Retrieved 28 August 2009.
- ^ "MondoRaro Foundation - BlogZine Indipendente". Archived from the original on 9 April 2011.
- ^ Jens Jensen (25 March 2015), Maison Miu Miu: Herzog & de Meuron create a new design gem in Tokyo Archived 4 August 2021 at the Wayback Machine Wallpaper.
- ^ "MIU MIU CHELSEA REOPENS WITH CUSTOMISATION SERVICE". AGLAIA Magazine. 2017. Archived from the original on 20 August 2017. Retrieved 29 July 2017.
- ^ Alessandra Turra (5 July 2012), Miu Miu Taps Chloë Sevigny Women's Wear Daily.
- ^ Sara Gay Forden (7 February 1997), Italy's Spring Mood Swing Women's Wear Daily.
- ^ Samantha Conti (17 November 2006), Lohan to Star in Miu Miu Ad Campaign Women's Wear Daily.
- ^ Luisa Zargani (10 January 2014), Emerging Actresses Pose for Miu Miu Campaign Women's Wear Daily.
- ^ Alessandra Ilari (29 June 2011), Miu Miu Spotlights Hailee Steinfeld in Fall Campaign Women's Wear Daily.
- ^ Alessandra Turra (5 July 2012), Miu Miu Taps Chloë Sevigny Women's Wear Daily.
- ^ Jessica Iredale (28 June 2017), Naomie Harris, Kate Moss, Adwoa Aboah in Miu Miu’s Fall Campaign Women's Wear Daily.
- ^ Julia Teti (8 April 2024), Gigi Hadid Channels 1930s Beauty in Miu Miu’s 2024 Bag Campaign Inspired by Yevonde’s Timeless Photography Women's Wear Daily.
- ^ "Confirmed: Katie Holmes for Miu Miu". Grazia. Retrieved 28 July 2009.
- ^ "Of the Minute: That Girl". models.com. 14 January 2010. Archived from the original on 18 February 2010. Retrieved 27 February 2010.
- ^ Isabel Wilkinson (16 May 2011). "Hailee Steinfeld as Miu Miu's New Muse". The Daily Beast. Archived from the original on 10 June 2011. Retrieved 27 February 2012.
- ^ "Hailee Steinfeld: The New Face of Miu Miu!". E! Online. 16 May 2011. Archived from the original on 29 June 2011. Retrieved 27 February 2012.
- ^ "Miu Miu hires 34-year-old model to replace Hailee". 19 October 2011.
- ^ "What winter brings. #MiuMiu ambassador #YoonaLim wearing #MiuMiuFW21 for @wkorea". Miu Miu on Twitter. 22 October 2021. Archived from the original on 22 October 2021. Retrieved 22 October 2021.
- ^ Choi, Na-young (15 November 2021). "원영, 바비인형의 환생 "빨리 성인 되고 싶다가도.." [화보]" [Wonyoung, the reincarnation of a Barbie doll "Even if I want to become an adult soon..." [Pictorial]]. Naver (in Korean). Archived from the original on 15 November 2021. Retrieved 3 August 2023.
- ^ JP, Harper's BAZAAR (12 June 2023). "ミュウミュウの日本アンバサダーにTWICEのモモが就任！" [Momo of TWICE appointed as Japanese ambassador for Miu Miu!]. Harper's Bazaar (in Japanese). Archived from the original on 12 June 2023. Retrieved 15 June 2023.
- ^ (여자)아이들 민니, 미우미우 앰버서더 발탁 [(G)I-DLE Minnie selected as Miu Miu ambassador]. Newsis (in Korean). 8 August 2023. Archived from the original on 17 February 2024. Retrieved 16 February 2024.
- ^ Sowray, Bibby (31 August 2012). "Fashion shoots". The Daily Telegraph. London. Archived from the original on 31 January 2016. Retrieved 11 February 2013.
- ^ "Miu Miu". Archived from the original on 12 October 2014. Retrieved 11 February 2013.
- ^ Mark Sweney (6 May 2015), Miu Miu ad banned for appearing to sexualise a child Archived 16 July 2024 at the Wayback Machine The Guardian.
- ^ a b c Tsjeng, Zing (6 May 2015). "Why was this Miu Miu ad banned for being 'irresponsible'?". Dazed. Retrieved 12 June 2025.
- ^ Shoaib, Maliha (30 October 2024). "Miu Miu sales spike 105% as Prada Group bucks slowdown". Vogue Business. Retrieved 31 March 2025.
External links
[edit]- Official website
- Miu Miu – brand and company profile at Fashion Model Directory
- Short info about Miu Miu Fashion Shows, Runway Collections and Fashion Tv