Soft surfaces that change shape in sync with time, with evolutions, with revolutions.
With the Miu Miu Matelassé line, bodies and materials blend together, as if they were a single mirror.
Just as bodies change with time, revealing themselves from time to time in a new, unique shape, the Miu Miu bag changes shape but preserves the same “skin”, renewing itself in step with the times.
What happens if you combine the currently most loved brand with one of the most famous top models ever?
Exactly: something unique, sensational, unforgettable.
Just like the new Arcadie bag and the iconic Wander that, held in the arms of Gigi Hadid, are immortalized in the iconic shots of Steven Meisel celebrating the emblematic matelassé of Miu Miu and echoing images that explore a modern hinterland between reality and surrealism.
The new Arcadie bag is, therefore, a destination, that entered into mythology since ancient Greece, an idealized scenery, an idyllic and Elisio landscape, surrounded by nature.
In this campaign, inspired by the American artist Margaret Keane, Meisel evokes the aesthetic universe – instantly recognizable – to remodel that of the Miu Miu heroine, in a series of portraits that capture both Gigi Hadid and the bags as, in the same way, the indomitable character of Keane, her freedom, her history, are intrinsically similar to the unmistakable attitude of Miu Miu, here encapsulated in the gestures, moods and emotions of Gigi.
The daily can be exceptional, the ordinary can become extraordinary.
Finally, the richness of these idealized spaces – recreated by structured and real brushstrokes – is accompanied by the intricateness of Miu Miu’s characteristic matelassé. Blending modern lightness with leather processing traditions, this iconic material adds texture and depth to the two bag models.
Sided by evocative still-life shots, in this series of stylized portraits and at the same time intimate and direct, Gigi invites us into this world, partly imaginary and partly concrete, but entirely Miu Miu.
Some information to get to know more:
The inspiration, Margaret Kean, is an artist known for focusing on the eyes as the main subject of her works, so much so as to become recognizable precisely for her paintings of “subjects with big eyes” Margaret Kean was an American artist whose commercial success culminated in the early 1960s with cheap reproductions such as posters and business cards.
Being used to painting older girls and women often representing them in the style of Amedeo Modigliani, with almond eyes and elongated faces and shapes, in the early 60s, both Margaret and her then-husband Walter, were presented as a couple of painters. Between the two, however, the husband took credit for all the paintings representing subjects with large round eyes, leaving to his wife that of the works in the style of Modigliani until divorce, when Margaret finally revealed that she was actually the painter of both styles. In the diatribe that led both to a federal trial in Hawaii, Margaret won by painting an original KEANE in front of a judge and a jury and continuing to paint in both styles for decades.