As one of the world’s hottest brands for 2 years in a row, Miu Miu is on everyone’s lips – from industry professionals to influencers and maybe yourself and your friends. With its unique blend of bold femininity, playful designs, and a mix of high and low aesthetics nodding Y2K fashion, the brand has created a desirable Miu Miu girl aesthetic that appeals to all generations, from girls to adults and seniors.
In this article, we revisit the most iconic moments in the brand’s history.
The History Of Miu Miu
The Origins of Miu Miu
1993: Miu Miu is born. Founded by Miuccia Prada, it was established as Prada’s diffusion line. Not only it was meant to be more affordable; it was designed as a more youthful, and playful alternative to the classic and sophisticated Prada line. Â
Over time, Miu Miu developed strategy to distance itself from the more minimalist Prada brand and assert its identity as a playful yet refined luxury label.Â
Fun fact: The name “Miu Miu” is derived from Miucciaâs nickname.
First Miu Miu shows
Miu Miu showcased its first collection for Spring 1995 at New York Fashion Week in 1994.
Fall 1997: Miu Miu travels to London. This event marked a significant shift as the brand started presenting its collections outside of Milan, where it had initially been established.
Fall 2006: First-ever show in Paris. Miu Miu held its first show in Paris, marking a significant milestone for the brand. The Paris venue offered a new stage for the brand’s growing recognition and presence in the fashion industry and became the permanent fashion show location.
Miu Miu Menswear
You may have forgotten it, but Miu Miu used to have a menswear line. Spring and Fall 1999 were the first two shows featuring Miu Miu menswear along with womenâs looks. In Spring 2005, the brand started doing separate menswear shows before discontinuing the line in 2008.
Iconic Miu Miu Campaigns
The first ever Miu Miu campaign was launched in Spring/Summer 1994, featuring model Rosemary Ferguson. Directed by legendary photographer Corinne Day, the campaign stood out for its raw and youthful aesthetic, reflecting Miu Miuâs departure from Pradaâs polished sophistication to embrace a more playful and rebellious energy.
Fast forward to Spring 1995, Miu Miu introduced its first celebrity campaign with Drew Barrymore. She was thus the first-ever celebrity ambassador of Miu Miu! Photographed by the iconic Ellen von Unwerth, the campaign perfectly embraced the youthful and rebellious spirit of the ’90s, and the minimalist yet edgy trends of the decade. This collaboration was instrumental in establishing Miu Miu’s popularity, signaling its cultural relevance through the fusion of fashion and celebrity appealâ.
Miu Miu, the worldâs hottest brand
Although Miu Miu has been a high in-demand brand since the start, in recent years, it has enjoyed a particularly phenomenal growth, partly due to its catwalks that have dominated the Fashion Week season this past years.
The attention for the brand increased especially after the Spring/Summer 2022 show. It introduced the iconic cropped tops and mini skirts, a nod to the Y2K aesthetic which became an instant hit among Gen Z and influencers.
Shortly after, Miu Miu’s Fall/Winter 2023 runway also became one of the most viral moments of the season, with brand ambassador Emma Corrin closing the show wearing a pair of gold sparkly hot pants.
In the Fall/Winter 2024 runway, Miu Miu featured a lineup of wearable looks on a cast that included 63-year-old Kristin Scott Thomas, showing its commitment to speak to all generations, and that the Miu Miu girl can be also a woman.
After these viral shows, the global demand for Miu Miuâs distinctive alt-girl aesthetic only continued to accelerate. For one, Prada’s sister label was voted “the world’s hottest brand” by the Lyst Index for a few years in a row:
Q3 2023: As it celebrated its 30th anniversary, Miu Miu moved into the number-one spot for the first time, surpassing its âbig sisterâ Prada thanks to global demand for hero products including ballet flats, the cashmere cardigan (the second hottest product of the third quarter,) the collaboration with Church’s, and the Fall/Winter campaign starring Emma Corrin, Ethel Cain and Zaya Wade, which had a strong impact on sales.
Q1 2024: Searches for the brand increased 8% during the first quarter, and 88% from male shoppers on Lyst. In addition, three Miu Miu pieces were featured in the top 10 hottest products – the collaboration sneaker with New Balance, the swim briefs, and the polo shirt â a first for any Lyst Index brand.
Q3 2024: Searches for the brand jumped a further 30%, and the Arcadie bag featured among the third quarter’s hottest products. The Arcadie is now one of Miu Miu’s signature products along with the Wander matelassĂ©.
The Miu Miu obsession isn’t likely to stop anytime soon. In April 2024, the Prada Group revealed that its sister label’s retail sales rose 89 %!
Miu Miu UpcycledÂ
In December 2020, Miu Miu launched âUpcycledâ, a special collection of vintage dresses reworked and transformed by the brand carefully sourced from vintage clothing stores and markets worldwide. In January 2024, the brand added denim and patch bags to the limited edition Miu Miu Upcycled collection.
Miu Miu Projects Beyond Fashion
Like many luxury brands, Miu Miu has been exploring new avenues to engage with its customers and offer them a complete lifestyle.
In 2011, Miu Miu launched its first fragrance, marking its entry into the luxury perfume market.
In 2012, the brand released its first short film series, “Women’s Tales,” featuring female directors like Ava DuVernay and Miranda July. These films explored themes of femininity and creativity, reinforcing Miu Miuâs cultural relevance beyond fashion.
Miu Miu has also offered the clubbing experience through the years, opening its first club in London in 2012 and hosted Miu Miu Nuit Club in New York 3 years ago. In addition, Miu Miu opened a Tennis Club in July 2022 in New York and Saint Tropez, and a Summer Club at the Malibu Pier in California in July 2023.
Miu Miu also has a thing for books. This year, it launched the Miu Miu literary club in April 2024 and “Miu Miu Summer Reads,” which took place June 7th to 9th across different cities in the world – Milan, Paris, London, New York, Seoul, Shanghai, Hong Kong, and Tokyo. The Italian brand took over and customized existing newsstands or newly constructed locations.
With the catchy celebrity campaigns, memorable shows, and trend-launching pieces, the Miu Miu obsession isn’t likely to stop anytime soon. In April 2024, the Prada Group revealed that its sister label’s retail sales rose 89 %, showing it outpaces the wider luxury market.
Which are your favorite moments in the history of Miu Miu?
