Emma Corrin in Miu Miu 'Irreverent Wonder' Holiday 2024 Campaign by Lengua AOC Fashion

Miu Miu shares its Holiday 2025 campaign with actor Emma Corrin expressing a boyish insouciance about the holiday, in images captured by Lengua [IG]. Edward Quarmby serves as creative director on the campaign, with styling by Lotta Volkova.

Miu Miu [IG] is riding near cult status among young people in China, as its parent Prada Group reported an 18%, nine-month, year-to-date increase at constant currency. In reported terms, revenue rose 15% placing Prada Group in a positive light navigating China’s economic slowdown in the luxury market and beyond.

Described as “a moment of optimism and the promise of wonderment to come” by Miu Miu, the collection is reminiscent of two of the most quintessential aspects of the holiday season—days spent relaxing with loved ones, and nights on the town for festive soirées.

Miu Miu’s 2024 Upcycled collection takes a major role in the holiday campaign, a testament to the brand’s commitment to circular design practices. Crafted from re-fashioned deadstock yarn, kilts, and leather, each garment in this limited-edition collection is permeated with a hint of spunk, as the Miu Miu brand explores what it means to be human.

That lofty kind of intellectualism was on full display in Miu Miu’s spring 2024 runway show, focused on the concept of Endcore. The work of Shumon Basar, the British author of the 2021 book ‘The Extreme Self’ describes Endcore .