Miu Miu celebrates Chinese New Year with a unique campaign

Miu Miu celebrates Chinese New Year with a special campaign starring Liu Haocun, Zhao Jinmai, and Shujun Wei.

Miu Miu joins the Chinese New Year festivities with a special campaign titled ‘The Encounter,’ which highlights young local talents both in front of and behind the camera. At the heart of the campaign is a short film directed by renowned filmmaker Shujun Wei, who collaborates with the brand for the first time. The video features actresses and Miu Miu ambassadors Liu Haocun and Zhao Jinmai in a magical setting inside the Yi Lau Yi restaurant in Beijing, a popular Cantonese tea house.

The creative direction by Edward Quarmby and styling by Lotta Volkova bring to life a playful atmosphere where the actresses dance and play music as diners and the band mysteriously disappear. To enhance the festive spirit, the actresses wear garments adorned with jewel details, blouson jackets, oversized sweaters, and looks inspired by tweed and plaid.

The campaign also spotlights Miu Miu’s most coveted accessories, from its logo ballerinas to the New Balance x Miu Miu sneakers. Key handbags like the Penny and Arcadia are showcased in special editions to commemorate the Year of the Snake, accompanied by adorable snake-inspired accessories, a symbol of wisdom in Chinese culture.