Miu Miu Mania: The Popular Girl on the Block
by Central HULA on Jun 15, 2023
In 1993, Miu Miu sprouted out of Miuccia Prada’s desire to experiment with more playful designs. The brand was regarded as the diffusion brand of Prada in its early years. Fast forward to today, Miu Miu dominates lists of the top runway shows and spearheads the biggest trends of the last few years. With innovative designs and runways to internet virality and iconic ambassadors, Miu Miu has transformed into a fashion powerhouse.
‘The Set’ of 2022 and Beyond
Hailey Bieber for Miu Miu’s Spring 22 Campaign | Source: Miu Miu
Miu Miu’s SS22 show sent shock waves online and in the fashion community. The standout look from the collection – A cropped dress shirt and micro-mini skirt – went viral on social media. It was hard to escape the set, with celebrities like Nicole Kidman and Zendaya sporting it on magazine covers and influencers flooding our Instagram feed with the look. Many attribute its popularity among Millennials and Gen Z to its nostalgic Y2K and 90s aesthetic. The buzz led to many brands imitating the look and fuelled our obsession with Y2K’s fashion comeback.
Miu Miu’s Ballet Flats | Source: Getty Images
Miu Miu affirmed their position as the hottest trendsetters with their FW22 show. The collection incorporates a more sporty and active vibe with the brand’s staple minimalistic and feminine motifs, such as the pleated skirt. Like their previous show, one item took the internet by storm – the ballerina-inspired flats. Coinciding with the comeback of the 2010s indie-sleaze aesthetic and ballet-core (a trend popularised by TikTok), the shoes were an instant global hit. The hashtag ‘#ballet shoes' generated over 88 million views on Xiaohongshu, and Pinterest searches for the ballerina style surged by 1,566%.
Red Carpets & Ambassadors
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Sydney Sweeney (left) & Emma Chamberlain (right) in Miu Miu at the Met Gala 2023 | Source: Getty Images
Aside from their viral pieces, Miu Miu’s red carpet looks have consistently kept the brand a trending topic. Internet sensation turned fashion icon Emma Chamberlain was dressed in a Miu Miu blue set reminiscent of the viral SS22 set during the 2023 Met Gala. Actress Sydney Sweeney has sported the brand on several red carpets and award show stages.
YoonA for Miu Miu’s SS23 Collection | Source: PRADA Group
Much of Miu Miu’s explosiveness can be attributed to the brand’s popularity in East Asia. Did you know that Miu Miu stores in Seoul outnumber the number of stores the brand has in London, New York, and Paris combined? Their roster of Asian ambassadors, including Girl’s Generation’s YoonA and Twice’s Momo, paired with its aesthetic, makes it a widely appreciated brand.
Crowned the Brand of the Year of 2022, Miu Miu shows no signs of slowing down as it continues to dominate international markets and fashion trends. We can’t wait to see what they have in store for us next season!
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