MIU MIU UPCYCLED
MIU MIU LAUNCHES NEW UPCYCLED COLLECTION AND CELEBRATES CHINESE NEW YEAR
Miu Miu launches the fourth limited edition Miu Miu Upcycled collection, born from Miu Miu's passion for conscious fashion and circular design practice the idea of giving new life to vintage garments, bags and accessories. The campaign accompanying the launch also features a capsule collection dedicated to Chinese New Year composed of polo shirts, cardigans, the iconic Arcadie and Wander bags, and sweatshirts and T-shirts with the embroidered cloud.
The Miu Miu Upcycled Collection was devised to establish a connection between the story of the people who wore the garments, bags or accessories in the past and those who add them today to their wardrobe, thus creating a link between past, present and future. The selection includes garments and accessories in denim chosen specifically for its color, weight and qualities of fading. Denim, more than anything other material, is long-lasting and prized for its patina and the physical and symbolic effects of any aging. The memory of the garment remains its backbone. The deliberately aged effect of denim is enriched by patch details and precious embroidery with hundreds of flowers in different sizes. Each flower is sewn by hand using silk chiffon petals, faceted beads, and black crystals set in antique metal. Garments are finished with a leather label printed with the Miu Miu Upcycled logo and an internal white canvas tag.
For the first time, the Miu Miu Upcycled project also includes bags. The Miu Miu Upcycled Patch bag collection is made out of leather remnants from Miu Miu designs: the existent is reimagined to create something imbued with heritage; a respect for tradition enriches the here and now.
Actor Ever Anderson and model Huijia Chen breathe new life into the Miu Miu Upcycled 2024 collection in a series of images captured by Jet Swan. In a study of character - in casting and clothing - and an intimate exploration of the relationship between the garment and wearer, stolen moments become permanent. Each is unique.
Miu Miu has partnered with the Aura Blockchain Consortium a non-profit association that promotes transparency as well as customer-centric business practices throughout the lifecycle of luxury products by leveraging blockchain and other technologies. Each piece in the 2024 Miu Miu Upcycled Collection is afforded Aura Blockchain verification.
Photographer: Jet Swan
Creative Director: Edward Quarmby
Stylist: Lotta Volkova
Cast: Ever Anderson, Huijia Chen
The Miu Miu Upcycled Collection is available at miumiu.com and in selected boutiques.
FLORENCE VIA ROMA – Florence, Italy
ROME BABUINO – Rome, Italy
MADRID, SERRANO – Madrid, Spain
ISTANBUL ZORLU CENTER – Istanbul, Turkey
PARIS LAFAYETTE – Paris, France
PARIS FAUBOURG– Paris, France
AV MONTECARLO – Montecarlo, France
LONDON NEW BOND STREET – London, UK
LONDON HARRODS – London, UK
LONDON SELFRIDGES – London, UK
ST. MORITZ – St. Moritz, Switzerland
DOHA PLACE VENDOME – Doha, Qatar
DUBAI MALL OF THE EMIRATES – Dubai, United Arab Emirates
DUBAI MALL EXTENSION – Dubai, United Arab Emirates
TORONTO HOLT RENFREW – Toronto, Canada
NEW YORK SOHO – New York, US
NEW YORK 57TH – New York, US
COSTA MESA – Costa Mesa, California
MIAMI DESIGN DISTRICT – Miami, Florida
TOKYO SHINJUKU ISETAN – Tokyo, Japan
TOKYO AOYAMA BARBISON – Tokyo, Japan
TOKYO GINZA ECHIGOYA – Tokyo, Japan
OSAKA SHINSAIBASHI DAIMARU – Osaka, Japan
OSAKA UMEDA HANKYU – Osaka, Japan
KOREA SEOUL SHINSEGAE – Seoul, Korea
KOREA SEOUL CHEONGDAM – Seoul, Korea
HONG KONG LANDMARK – Hong Kong
HONG KONG CANTON ROAD – Hong Kong
MACAO FOUR SEASONS – Macao
CHINA SHENZHEN MIXC-CITY CROSSING – Shenzhen, China
CHINA SHANGHAI IFC – Shanghai, China
CHINA SHANGHAI CENTER – Shanghai, China
CHINA SHANGHAI APM – Shanghai, China
CHINA SHANGHAI PLAZA 66 TEMPORARY – Shanghai, China
CHINA GUANGZHOU TAIKOO HUI – Guangzhou, China
CHINA HANGZHOU MIXC-CITY CROSSING – Hangzhou, China
CHINA NANJING DEJI – Nanjing, China
CHINA SHENYANG MIXC-CITY CROSSING – Shenyang, China
CHINA QINGDAO HISENSE PLAZA – Qingdao, China
CHINA CHANGCHUN CHARTER – Changchun, China
CHINA BEIJING SKP – Beijing, China
CHINA BEIJING SKP RTW AND SHOES – Beijing, China
CHINA CHENGDU DACI TEMPLE – Chengdu, China
CHINA CHENGDU SKP – Chengdu, China
CHINA WUHAN INTERNATIONAL PLAZA – Wuhan, China
CHINA CHONGQING MIXC-CITY CROSSING – Chongqing, China
CHINA XIAN SKP – Xian, China
TAIWAN TAIPEI BREEZE NANSHAN – Taipei, Taiwan
SINGAPORE MARINA BAY SANDS – Singapore
THAILAND BANGKOK SIAM PARAGON – Bangkok, Thailand
AUSTRALIA SYDNEY WESTFIELD – Sydney, Australia
