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Miu Miu x MyTheresa


Video & Social Media


During the height of the #MeToo movement, the question of female empowerment resonated deeply. For Miu Miu, a brand helmed by the formidable Miuccia Prada, simply celebrating women felt too passive. The challenge? Craft a content strategy to promote the launch of the capsule collection but one that also shined a light on real inequalities women face.

The campaign drew inspiration from two eras mirrored in the styling of the collection: the groundbreaking women's liberation movement of the 1960s and the rebellious punk subculture of the 1980s (a decade that also witnessed women's growing presence in the workforce and new gender disparities). Going beyond surface aesthetics, the campaign aimed to strike a powerful balance between playfulness and a significant message.


Social Media
CRM Material 


Concept Creation
Content Strategy
Brand Pitch Presentation

Miu Miu, show notes

"The Miu Miu girl has convictions and beliefs; her wardrobe is a kind of alphabetical system, a language for expressing and defining herself within a community."

Miu Miu, collection notes

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