Luxury fashion house Miu Miu has unveiled its Lunar New Year campaign, “The Encounter,” celebrating the Year of the Snake. This vibrant campaign brings together Chinese cultural elements and high fashion, featuring a whimsical short film starring renowned brand ambassadors Liu Haocun and Zhao Jinmai.
A Cinematic Celebration of Culture and Style
The short film, directed by acclaimed filmmaker Shujun Wei, unfolds in the picturesque Yi Lau Yi Cantonese tea restaurant in Beijing. With creative direction by Edward Quarmby and styling by Lotta Volkova, the film captures festive moments, as seen through the lens of photographer Jack Webb.
A Collection Honoring the Snake
The collection showcases Miu Miu’s signature sophistication with a playful twist:
- Clothing: Jewel-encrusted denim paired with oversized sweaters, preppy tweed ensembles, and checkered blouson jackets.
- Accessories: Special editions of Miu Miu’s handbags, such as the Penny, Wander, and Arcadia, adorned with crochet-knit snake bag charms.
- Footwear: Logoed ballerina flats, loafers, and the highly sought-after New Balance x Miu Miu sneakers.
- Festive Touches: Red-toned underwear, adding a nod to traditional Lunar New Year colors.
Spotlight on Talent
Liu Haocun, celebrated for her roles in One Second and A Little Red Flower, and Zhao Jinmai, known for productions like Reset and Amidst a Snowstorm of Love, bring their star power to the campaign. Behind the camera, director Shujun Wei—fresh from a nomination at the 76th Cannes Film Festival for Only the River Flows—adds his visionary touch to the project.
A Fusion of Fashion and Tradition
Miu Miu’s “The Encounter” seamlessly blends high fashion with Chinese cultural motifs, creating a celebration that honors both style and heritage. The campaign’s short film is now available to watch on Miu Miu’s official website.