Campaign - 11/13/24
Miu Miu unveils Upcycled 2024, part of the Holiday collection, introducing for the first time a fully realized wardrobe. Now in its fifth edition, Miu Miu Upcycled has become a key pillar of the brand, both in product and aesthetic, seamlessly aligning with Miu Miu’s long-term commitment to sustainability and circular design practice.
Launched in 2020, Miu Miu Upcycled continues to breathe new life into cherished garments from the past, enhancing the experience of those who will wear them in the future. This project not only preserves the history of these pieces but also enriches the lives of new wearers with a sense of style and sustainability.
The 2024 collection features four singular narratives: Upcycled leather, globally sourced; Upcycled kilts from the Fifties to the Seventies; Upcycled yarn, comprising remnants from the brand archive with an emphasis on color; and Upcycled embroidery, showcasing samples of archival embroideries applied to a base of black chantilly lace.
Each piece in the collection carries its own story and provenance, coming together to form a cohesive look.
Miu Miu Upcycled leather debuted for the Fall/Winter 2022 season. For 2024, vintage biker jackets, teamed with signature shorts and miniskirts, are patched with iconic materials and feature flower and flame motifs inspired by the Miu Miu Spring/Summer 2011 runway show along with jewelled embroideries from Miu Miu Autumn/Winter 2024.
Each jacket is expertly deconstructed and refashioned, lined in satin with quilting bodices, and finished with detachable soft shearling collar. Zippers are repositioned, hems are left raw and the Miu Miu logo is meticulously handcrafted on the jackets.
Miu Miu Upcycled kilts featuring a diverse range of tartans. Overprinted with black trompe l’oeil effects, or accented with hand-embroidered gradient mixes of facetted stones. Proportions have been reimagined – all kilts sit low on the hips, suspended from a newly applied leather yoke.
Miu Miu combines cutting-edge design with industrial excellence, producing high-quality garments and accessories with precision and craftsmanship. Miu Miu Upcycled yarn is transformed to create cosy garments made of hand-knitted melange wool.
The collection includes chunky crewneck’s hoodies, scarves and small accessories, all finished with a cotton crochet knit Miu Miu logo. The Wander bag and knitted slippers complete a bold, and irreverent collection, designed to be enjoyed for seasons to come.
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 will be afforded Aura Blockchain verification.
Miu Miu Upcycled 2024 collection is presented in the Miu Miu Holiday campaign, with actor Emma Corrin and photographed by Lengua, reflecting the essence of postcard portrait photography with special colour features. Now available in selected Miu Miu stores worldwide and on miumiu.com
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