Fashion Brand Miu Miu pays homage to the emblematic matelassé in two distinct styles, the well-known Wander and the newly introduced Arcadie. The brand explores a visual narrative that celebrates the mythological concept of Arcadie, an idyllic and paradisiacal destination rooted in ancient Greek mythology. Fashion photographer Steven Meisel captured the campaign starring supermodel Gigi Hadid. In charge of styling was Lotta Volkova, with creative direction from Edward Quarmby, set design by Mary Howard, and casting direction by Ashley Brokaw. Beauty is work of hair stylist Guido Palau, and makeup artist Pat McGrath.
For the campaign Meisel draws inspiration from Margaret Keane, an American artist whose aesthetic universe is instantly recognizable, and her life and artistic spirit. By channeling Keane’s distinctive style, Meisel reimagines the identity of the Miu Miu heroine, creating a remarkable tribute manifesting in uncanny settings, captured in these portraits of Gigi with Miu Miu accessories. Keane’s indomitable personality, her liberation, and her narrative align with the recognizable attitude that defines the brand, which is effortlessly captured by Gigi’s gestures, moods, and emotions. The campaign shows that the ordinary can be transformed into the extraordinary, and that even the simplest of moments can possess a unique appeal.
