Miu Miu’s Christmas campaign celebrates the “absolute individuality” of its leading women, from Chloë Sevigny and Kim Basinger to Jordan Kristine Seamón and Storm Reid
Miu Miu’s Christmas campaign is centered around the idea of the ‘icon’ – a word which, though admittedly overused in recent times, represents something more than just a “symbol worthy of veneration” to the Miuccia Prada-helmed brand, instead representing “a set of beliefs, a way of life”. Showcasing the label’s Pre-Spring 2021 collection, this campaign features an A-list ensemble, including established and emerging stars such as Chloë Sevigny, Kim Basinger, Du Juan and Raffey Cassidy, with Emma Corrin, Jordan Kristine Seamón and Storm Reid. “Their unifying trait is their absolute individuality,” says Miu Miu.
The campaign is photographed by Mert Alas and Marcus Piggott, with creative direction by Katie Grand, capturing Miu Miu’s icons in pastel hues and crystal-adorned clothes featuring vintage-inspired frills and bold patterns. Much like the ethos of the label itself, the campaign’s images fuse notions of girlhood with feminine strength – something that is perhaps felt most keenly in Basinger’s spread.
The campaign continues a long-standing relationship with Miu Miu for Basinger, who has starred in campaigns for the Italian house before – like Du Juan, Raffey Cassidy, and fellow actor Chloë Sevigny. Sevigny has in fact been a poster girl for Miu Miu near-since the brand’s advent, first modelling for the label back in 1996 when she was just 22.
These established Miu Miu role models are joined by a wave of fresh, new personalities for the icon campaign: Sevigny’s We Are Who We Are co-star Jordan Kristine Seamón, Emma Corrin, who stars as Princess Diana in the much-anticipated new series of The Crown, and Euphoria-star Storm Reid, who also opened Miu Miu’s Autumn/Winter 2020 show. “Each adds a depth and richness to the Miu Miu universe,” says the label of their holiday heroines. “A cast comprising actors and performers is inherently keyed to the meaning of Miu Miu – of transformation, of reinvention, of a woman who can be women.”