Miu Miu introduces its Holiday 2026 campaign, transforming a grand townhouse into a festive setting filled with polished wood, fir branches, and soft winter light. Photographer Tina Barney captures an ensemble cast led by Gigi Hadid, Louisa Jacobson, and XiaoWen Ju, alongside Crystal Fish, Georgia Martin, Momo, and Nyla Singleton. Under the creative direction of Miuccia Prada, the campaign presents an Uptown fairytale, bringing together elegant interiors, seasonal dressing, and playful details that challenge traditional ideas of refined domestic life.
HOLIDAY SEASON
Barney approaches the campaign through her distinctive interest in domestic environments, capturing the cast within rooms that suggest generations of family traditions. Antique furnishings, decorative objects, and festive greenery establish an atmosphere of established wealth and ceremony. Diffused winter light softens the interiors, creating intimate scenes that draw attention to the relationships between the characters, their surroundings, and their clothing.
The cast moves through the townhouse wearing a wardrobe that explores different approaches to seasonal dressing. Lotta Volkova styles the campaign, combining formal garments with everyday pieces and unexpected material combinations. The collection introduces clothing suited to festive occasions while maintaining the unconventional styling that defines Miu Miu’s fashion identity.
Upcycled by Miu Miu knitwear appears alongside embroidered silk dresses, introducing textural differences throughout the wardrobe. Tailoring takes inspiration from masculine uniforms and country clothing, with grey suits and flannel pieces bringing structure to the looks. Sportswear-inspired zip-front blousons and polished leather garments introduce additional elements to the seasonal selection.
Utilitarian cotton canvas separates appear over sequined bralettes, creating layered combinations that bring workwear references into evening dressing. Nylon jackets and voluminous leopard-print shearling pieces accompany satin slip dresses, introducing different proportions and surfaces across the campaign.
Footwear centers on two recognizable Miu Miu styles: loafers and ballerinas. The selection continues the collection’s interest in familiar wardrobe pieces, introducing them into outfits that move between everyday clothing and festive dressing.
The Beau, Vivant, and Arcadie appear in smooth leather and crocodile-embossed calfskin, while the Wander arrives in red and silver versions. Eyewear, hair accessories, mittens, hats, scarves, and jewelry complete the seasonal selection, offering options for holiday gifting.
Playful details introduce another dimension to the campaign. Models carry plush toy bears, rabbits, geese, and other animals that Miu Miu created specifically for the occasion. The cast treats these soft companions like cherished guests, incorporating them into the formal townhouse environment.
Director Emilie Blichfeldt extends the campaign into motion through a short film that explores the same atmosphere of ceremony and playful disorder. The production develops the festive setting through movement, allowing the characters and their unusual companions to interact within the townhouse.
With art direction by Christopher Simmonds, the Holiday 2026 campaign combines Barney’s photography, Volkova’s styling, and Blichfeldt’s filmmaking. The campaign presents Miu Miu’s seasonal wardrobe through an imaginative portrait of Uptown life, where formal traditions meet humor, fashion, and festive fantasy.
