Gigi Hadid fronts Miu Miu’s Holiday 2026 campaign, a festive celebration combining classic elegance, irreverent fashion and fantasy.
Christmas takes on a new aesthetic dimension with Miu Miu. The Italian fashion house unveils its Holiday 2026 campaign, entitled Uptown Fairytale, a visual narrative that transforms the world of New York high society into a setting where sophistication, nostalgia and an unexpected sense of humour coexist. With Gigi Hadid among its leading stars, the house once again demonstrates that elegance can also afford to play by its own rules.
Photographed by Tina Barney, renowned for her portraits of domestic interiors and affluent lifestyles, the campaign unfolds inside an imposing townhouse decorated for the festive season. Wood-panelled rooms, traditional furnishings and family heirlooms create an atmosphere reminiscent of Christmas celebrations from another era, reinterpreted through Miu Miu’s contemporary sensibility.
Alongside Gigi Hadid, the campaign features Crystal Fish, Louisa Jacobson, XiaoWen Ju, Georgia Martin, Momo and Nyla Singleton, who move through the different rooms of the house with an attitude that shifts between formality and spontaneity. The result is a series of images that seem to capture intimate moments from a celebration as elegant as it is unpredictable.
The wardrobe explores precisely this duality. Upcycled knitwear sits alongside embroidered silk dresses, while masculine-inspired tailoring is paired with utilitarian cotton pieces. Sequinned bralettes, satin slip dresses and leopard-print shearling introduce a contrast that deliberately challenges traditional festive dressing codes.
Accessories also take centre stage. The Beau, Vivant and Arcadie bags share the spotlight with new versions of the Wander in red and silver, two shades particularly associated with the Christmas season. Loafers, ballet flats, hats, scarves and mittens complete a selection that combines practicality with desirability.
However, the most unexpected detail comes in the form of soft toys created especially for the campaign. Bears, rabbits and geese accompany the models, introducing a playful, childlike element that contrasts with the formality of the interiors.
Director Emilie Blichfeldt brings this imaginary world to life in a short film, where the festivities take on a more dynamic rhythm through unexpected situations and small moments of chaos.
