Italian luxury fashion house Miu Miu has unveiled its Fall/Winter 2026 advertising campaign, starring Hailey Bieber and Xiao Wen Ju. Photographed by Zoe Ghertner, the campaign places the two figures within a dreamlike nocturnal landscape illuminated by shifting industrial light.
At the heart of the season is the dual role of clothing as both a vehicle for self-expression and a form of protection. Strength and fragility, concealment and exposure, seemingly opposing ideas coexist within a single look, reflecting the complexities of contemporary femininity.
Summary
- Miu Miu unveils its Fall/Winter 2026 advertising campaign starring Hailey Bieber and Xiao Wen Ju
- Zoe Ghertner photographs the two against a dreamlike, blue-toned nocturnal landscape
- Key pieces include oversized shearling-lined outerwear, opera coats, front-zip jackets, and trapper hats
- The Vivant, Rendez-Vous, and iconic Arcadie bags appear alongside reimagined bubble shoes from the early 2000s
- Creative direction is led by Miuccia Prada, with art direction by Christopher Simmonds
A Dreamlike Night Washed in Blue
Set against flickering industrial light, the campaign unfolds within a nocturnal environment layered in abstract shades of blue. As the contours of the setting dissolve into the background, Bieber and Xiao Wen Ju emerge with heightened clarity and presence.
Softly washed fabrics trace the body, revealing a sense of strength beneath their apparent delicacy. Clothing becomes something that covers and protects the wearer while simultaneously communicating identity and intention to the outside world. Miu Miu translates this duality into a series of images charged with quiet tension.
Courtesy of Miu Miu
Outerwear Defines a Modern Vision of Glamour
Outerwear takes center stage throughout the collection. Oversized silhouettes lined with shearling appear alongside front-zip jackets, opera coats fastened across the chest, and enveloping trapper hats.
While the pieces evoke the glamour of vintage wardrobes, their proportions and styling remain distinctly contemporary. Romantic sensibility meets functional design, presenting clothing as a source of both comfort and confidence firmly rooted in the present.
Iconic Bags and Bubble Shoes Reimagined
The season’s accessories include the Vivant, Rendez-Vous, and the house’s iconic Arcadie bags, each rendered in supple leather.
Miu Miu also revisits the bubble shoes first introduced in the early 2000s. Stretch-leather knee-high boots and intricately crafted slide sandals balance visual impact with everyday functionality. Eyewear subtly referencing the 1970s conceals the wearer’s gaze while further intensifying their presence.
The campaign was created under the creative direction of Miuccia Prada, with art direction by Christopher Simmonds. Photography is by Zoe Ghertner, direction by Renell Medrano, and styling by Lotta Volkova.
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