MIU MIU – 2025 LEATHERGOODS STARRING GIGI HADID

Poised portraits, posed – the new Miu Miu campaign, starring Gigi Hadid, immortalizes both the brand’s emblematic matelassé and the women who hold it,

through timeless imagery inspired by classic high society portraiture of the 20th century.

Photographed by Steven Meisel, each image is uniquely digitally ‘painted’ by hand, its subtle nuances of hue accidental and true, a genuine echo of the work of the brushstroke. Nodding to historical styles,

photorealist and yet not, there is an ever-present and intriguing ambiguity – an energy of uncertainty, images caught between the mediums of painting and photography, of present and past.

Reflecting the new suede of the Miu Miu matelassé – showcased in the Wander and Arcadie handbags – these gentle images have a tactile, velvety quality, a true softness.

The portraits here are threefold – a portfolio of diverse and divergent approaches to the same universal subject matter. First, a portrait of personality – Gigi Hadid is captured against panes of vivid color.

Still-lives propose object studies of the Miu Miu matelassé, the bag framed and reimagined, while motion image seems to create a video portrait, a multitude of angles capturing the process of painting these figures in the studio,

alongside their own internal monologues – portraits outside, and inside.

MIU MIU 2025[Hugo Chan]  年手袋系列廣告企劃 

端正的擺拍肖像 — Miu Miu 全新廣告企劃由 Gigi Hadid 擔綱演出，一幀幀永恆影像靈感源自20世紀上流社會的古典肖像，捕捉品牌標誌性的絎縫工藝及女主角的雋永魅力。

Steven Meisel 鏡頭下的每幀影像以獨特的數碼手「繪」方式呈現，微妙的色彩變化純屬偶然而寫實，真切呼應繪畫筆觸。影像參照舊日風格，照相寫實主義色彩似有還無，處處顯現耐人尋味的模稜兩可，

一股捉摸不定的張力游走於繪畫與攝影、現在與過去的媒介之間。

這些婉約動人的影像呈現天鵝絨般的豐富質感，柔軟細膩，呼應 Wander 及 Arcadie 手袋以全新麂皮演繹的Miu Miu 絎縫工藝。

肖像經三重詮釋，以多元迥異的手法處理同一普世主題。先是人物的肖像，捕捉置身於彩色背景的Gigi Hadid。靜物硬照深入研究 Miu Miu 絎縫工藝的主體，勾勒並重塑手袋；

動態影像則彷彿創造一幅錄像肖像，從多角度記錄這些人像照的上色過程，以及相中人意在形外的內心獨白。

Creative Director / 創意總監 : Miuccia Prada

Photography / 攝影: Steven Meisel

Campaign Art Direction / 廣告企劃美術指導: Edward Quarmby

Styling / 造型: Lotta Volkova

Cast / 主角: Gigi Hadid