The brand is shining a light on the many facets of femininity through its new seasonal selection. Image credit: Miu Miu/Lengua
Italian fashion house Miu Miu is showcasing individuality with its latest marketing initiative.
Titled “Femininities,” the maison’s fall/winter 2025 campaign focuses on the spectrum of womanhood and how it is expressed through dress. A diverse, international cast –including the likes of American businesswoman and socialite Kylie Jenner and British singer-songwriter Towa Bird, among others – assists the brand’s exploration.
Women’s world
Shot by Canarian photographer Lengua, the stills and corresponding short film capture the group of women in a series of liminal spaces.
The frames capture the seasonal collection’s wide range of looks across seven distinct talents, each showcasing their individual styles as well as their adherence and nonconformity to traditional notions of femininity.
Miu Miu presents Femininities
Launched July 18, the campaign sees the stars pose in front of one of four colored backdrops forged from moiré silk. Shades of pink, dark blue, yellow and taupe tie into the models’, musicians’ and actresses’ singular fashion senses, spanning traditional feminine formalwear to colorful casual clothing.
Alongside Ms. Jenner and Ms. Bird, Japanese actress Rila Fukushima, French singer Lou Doillon, American actress Myha'la Herrold, Ukrainian model Yura Romaniuk and American rapper Cortisa Star appear in the short film and photographs.
With the release, the maison and Lengua continue their cultural conversation surrounding conventional gendered ideas of femininity and how women can transcend and subvert these expectations through dress. The photographer began this discussion with the brand’s holiday 2024 advertising push, which starred nonbinary English actor and brand ambassador Emma Corrin (see story).
The new campaign’s soundtrack features 80s-inspired synth sounds and abstract instrumentation. Image credit: Miu Miu/Lengua
The fall/winter 2025 collection, spanning ready-to-wear, handbags, footwear, eyewear and jewelry, is available now in-store and on Miu Miu’s website.
Moving forward
Other luxury labels are also embracing this progressive cultural discourse surrounding the fluidity of gender, specifically femininity, through their collections and promotional releases.
French fashion houses Alaïa and Dior are among this group, with their recent, respective summer and fall campaigns hinging on the expression of the female form.
Redefining gendered elegance is a consistent aim across recent luxury advertising placements. Image credit: Miu Miu/Lengua
Alaïa’s Archetypes 2025 initiative focuses on a more traditional expression of womanhood through the lens of poolside apparel and warm-weather clothing (see story). Meanwhile, Dior’s fall/winter 2025 program, the last of outgoing creative director Maria Grazia Chiuri, takes inspiration from the British author Virginia Woolf, with themes including expression, freedom and fluidity (see story).
This appeal to wide senses of style across the spectrum of femininity has proved popular, with Miu Miu ranking second on the Lyst Index for the first quarter of 2025, only surpassed by Spanish fashion brand Loewe due to the departure of creative lead Jonathan Anderson (see story).