‘Euphoria’ star Sydney Sweeney fronts the new Miu Miu ‘Wander’ handbag campaign, shot by Tyrone Lebon. Sweeney is deeply embedded in pop culture consciousness, playing the villain Cassie in season two of ‘Euphoria’ and starring as the easily antagonized Olivia Mossbacher in ‘The White Lotus.’

Sweeney compares the two roles, saying “I don’t think as many people took me seriously in ‘euphoria’ because I took my shirt off.” In ‘The White Lotus’, Sweeney keeps her clothes on and people call her “amazing”.

This is exactly the kind of rebellious, young woman candor that Miuccia Prada loves.

Miu Miu says, 'The spirit of rebellion embodied by Sydney’s characters mirrors the ethos of Miu Miu, a twisted luxury energised by youthful rule-breaking - the hallmark of the Miu Miu girl, here embodied anew.'

That rebellious spirit — exemplified by the “super high visibility” moment for Miu Miu — was the focus of CEO Benedetta Petruzzo’s comments reported in WWD about the on-fire brand. Just ignore the screams from certain increasingly-dated and out-of-touch, fashion Internet forums apoplectic over Nicole Kidman wearing the Miu Miu midriff-baring miniskirt on the cover of Vanity Fair. Zendaya also wore it for Interview Magazine.

I swear a couple hyper-conservative fashionistas recommended throwing a burqa over Kidman. Reality is that that the short crop top paired with a true mini has generated a 400 percent increase in Lyst searches over the past three months.

Created by two of the world’s biggest feminist voices Nicole Kidman and Miucia Prada, and Miu Miu’s younger ace CEO Benedetta Petruzzo, you either “get it” or you don’t.

It’s that simple. The days of satirical cultural commentary are dead, dead, dead. PS: Kidman did wear it well, you must admit.

“This is a moment of transformation for the brand, which is bearing fruits and there is still so much we can do,” Petruzzo continued with WWD. “We are very strong with Gen Z and Millennials, and this allows us to show that we are a relevant brand because those are the consumers of the future. We want to be a brand that is balanced and resilient but also able to respond to these unspoken needs of this consumer of the future with an agility which is best in class.”

Petruzzo noted that the spring 2022 collection “left an important mark; it’s been extremely successful not only commercially but also in terms of engagement.” And she should know.

The young CEO launched her business career in the finance sector with a degree in economics. Additional stops before taking charge at Miu Miu in February 2020 were Bain & Co consulting and EVP of Kering Eyewear.

Speaking about Miu Miu’s future — and the brand’s Miu Miu Women’s Tales short films project —first created by women directors in 2011 — Petruzzo said “this idea of giving women [who are] part of our community the possibility to speak freely about femininity, vanity and emancipation without any framework, just through their point of view is still very relevant and I find it very powerful and authentic. I think the pandemic forced the market to be very authentic. Consumers are more critical and this is a competitive advantage for Miu Miu. We may not have explored all opportunities, but we’ve always been authentic and this is a key success factor.”

On this topic, AOC will skip the marketing hype about the Matelassé leather updated version of the Wander bag, while noting that It is also available in a regenerated nylon textile version.

Prada has been deeply involved in switching people to sustainable fibers since 2019, and the sustainable version of Wander is part of the major project the Prada Group has going with Econyl. [See pink and blue version below.] They look great and are priced about 30% under the leather version.