MiuMiu Holiday 2025 Campaign Lands a Note of Clear-Eyed Sobriety

“The idea was girls roaming around, like in ‘Picnic at Hanging Rock’,” photographer Angela Hill explained about the Miu Miu Holiday 2025 campaign.

A cast of characters featuring Dede Mansro, Gigi Hadid, Ju Xiaowen and Viola gather for the holiday season at an Elizabethan manor house in the British countryside. They encounter a place that feels new in their eyes, but that is layered with centuries of history and remembrance.

Miuccia Prada acts as creative director with styling by Lotta Volkova.

MiuMiu is among our most intellectual brands, and it seems best to follow their lead here. Let’s just say that no one is singing ‘Jingle Bells’ and the music is unsettling. Captured on a Super 8 camera and photographed on film, the campaign upholds a tactile aesthetic of holidays long gone. The environment is cool — even cold and expressionless.

Perhaps generations of family members greeted the holidays in these cold rooms as newborns only to grow old decades later and wonder how many more times they will wander through these holiday-celebrating rooms. Lives of the aristocracy tend to unfold in these cycles.

The contrasts that lie at the core of the Miu Miu name are integral: the effortless elegance and high spirits of the young women interacting are set against the stately grandeur of a monolithic stone fireplace: their attitude is as strikingly at odds with this backdrop as it is natural and spontaneous. A discreet sparkle lifts looks created for the festive season: crumpled and embroidered duchesse satin in soft shades, patchworked shearling, glitter and sequin embellished knits, liquid bias-cut satins, lingerie-inspired stretch georgette and ultra-feminine prints.

Because the voice of Miu Miu is very much targeted at these young women, we can’t help wondering about their mental wanderings in this little production. The truth is that the dreams and daily lives of our luxury-clothes wearing young women have evolved tremendously in the last decade.

This reality has a way of expressing itself over the winter holidays and into the new year. We know how the Miu Miu text reads, but AOC does not see or feel the “high spirits” of these young women expressing themselves.

Miuccia Prada has stayed very close to her original protest-signs carrying, revolutionary-spirit self — from all we know. In the same way that Maria Grazia Chiuri and the Fendi sisters seem to have stayed the course of their lives as imagined by their younger women selves.

This campaign reflects on the four and five decades of life lived by the chorus of mothers and grandmothers, aunties and godmothers who reflect on these young women with love and wonderment. We know what we want for them from MiuMiu — ultra-flat sneakers and pointed-toe, grosgrain trimmed pumps with a high or kitten heel. Iconic bags: Wander, Arcadie, Pocket, Beau, Solitaire and the backpack in classic colors and - for the holidays - seasonal red.

Even more than MiuMiu fashion must-haves, we want something deeper for these young dreamers. We also know that they are looking at us, women they love and admire but are at the same time evaluating where we began and how it all worked out for us.

Our lives slip through critical stages so very quickly.

There’s either a total flip the script, second video coming to inject a bit of joy into the Miu Miu Holiday 2025 proceedings, or there’s a more thoughtful, emotional agenda in play here. Perhaps you must be a woman of a certain age to even sense it, but Miuccia Prada is not a dilettante. Never. She has something on her mind here. ~ Anne