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.

With the title “Irreverent Wonder,” Miu Miu expresses an implicit desire to never take anything too seriously, while being adventurous enough to to try absolutely everything.

Created in 1993 by Prada designer and co-owner Miuccia Prada, Miu Miu has always relied on crop-tops and miniskirts

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.

The attitude of the holiday campaign relies on classic silhouettes, presented with a vintage spin.

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.

The campaign focuses on the iconic Arcadie, Aventure, Penny and Wander bags, with new holiday-inspired charms to customize the bags, like a poinsettia bag charm. Prada has always carried these bag charms, but Miu Miu has made them an entry-level purchases for young Chinese customers challenged by economic uncertainty in the country.

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 .

Endcore, Basar writes, is “a widespread feeling that things we once held onto as unchangeable, fundamental facts are now ending…. We feel like The End is approaching, like an asteroid is hurtling towards us; but it also strangely never seems to reach us. So we keep waiting. Endcore…is a verb, a predicament, a texture of the time we call the present. It’s an unnerving, queasy contemplation we have entered an ‘after’ era—but it’s not after one thing (like ‘modernity’), it’s after everything.”

Miu Miu PR describes the 2024 holiday campaign as nostalgic and inspired by vintage post cards. So be it, but AOC thinks our choice of words like ‘insouciance’ coupled with the video mood and now the backdrop of Miuccia Prada’s forward focus on Endcore is a thought thread more consistent with Miu Miu’d mood. ~ Anne