About a brand part 2 – Miu Miu
- carajanegillespie
- Feb 22, 2019
- 2 min read
This series is about iconic brands and moments which made them recognisable.
About a brand part 2 – Miu Miu
Background
Miu Miu sells clothing and accessories, including bags, shoes, fragrances,
Established 1992
Origin Milan Italy
Founder Miuccia Prada Owner Subsidiary of Prada
Instagram https://www.instagram.com/miumiu/?hl=en
Images from: https://store.miumiu.com/en/miumiuau/shoes/5XP800-3H43-F0002-F-095
Interesting points
Miu Miu shoes have whispers of grunge, but with really feminine styles at the same time. Like punk-ish shapes covered with pink silk and pearls.
Advertising- short films Since 2011 Miu Miu has released short films in the ‘Women’s Tales’ series, directed by women. Film #15 ‘Hello Apartment’ is directed by Dakota Fanning, fea
tures Miu Miu products in a beautifully styled apartment, and stays with her during her time, from having a birthday, meeting a boyfriends, a breakup and finally returning later in life.
Advertising- celebrities
Celebrities who have promoted the brand are Kirsten Dunst, Zhou Xun, Maggie Gyllenhaal, Katie Holmes, Chloe Sevigny, Joan Smalls and Vanessa Paradis.
Advertising- controversy
In 2015 a Miu Miu ad was banned, and became the center of much debate when the series of adverts showed models waiting in rooms, photographed through a slightly-ajar door.
One of the series, featuring the 22 year-old model, Mia Goth, received a complaint for being ‘irresponsible’, as it showed a model appearing like a child in a sexually suggestive manner.
While Miu Miu, Vogue Magazine and some commentators argued that as Goth was 22, and therefore could not be seen as a child in a sexually suggestive manner, I agree with the ban. The fashion industry is constantly playing with reality vs perception, and this advert looked like a child was in it.
The scene set up- we can see Goth only by peeking through a door, where she waits on a messy bed in a bare room, in clothes that don’t quite fit. Personally, I have to 100% agree with the ban. Unfortunately we know there are people out there who harm children in the most heinous, dangerous, terrifying ways and it is shameful to use those as part of a campaign, instead of assisting the community to help victims of crime.
Look—Miu Miu’s designs are some of my favourite of all time. It’s chic, sophisticated, playful, established and recognizable. However, their branding, PR, work relations (there are sexual harassment claims too) and consumer communications could be improved.
Sources
https://www.pradagroup.com/en/brands/miu-miu.html
Images from Logo Miu Miu site http://www.miumiu.com/en?cc=AU
Shoes https://store.miumiu.com/en/miumiuau/shoes/5XP800-3H43-F0002-F-095
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