MIU MIU RESORT 2020 AD CAMPAIGN
Miu Miu launches a Cruise campaign at a Parisian racecourse in high summer: a panorama of fashionable display as much as sporting prowess.
November 20, 2019
Miu Miu returns to the Bois de Boulogne’s Hippodrome d’Auteuil, the locale of the Croisière 2020 show, as a context for the Miu Miu Resort 2020 ad campaign, photographed by Juergen Teller with creative direction by Katie Grand. Using the concourse of the Hippodrome as a striking scenography, with its vistas stretching to the Parisian skyline – interrupted by racehorses going through all the manoeuvres of the manège – these images are innately grounded in that locality. They are expressive of both its visual language and rich inherent meanings.
Femininity and racecourses tie together: the sartorial codes and signifiers of the tradition of Ladies’ Day in English racing, where fashion is flaunted and spectators become the spectacle that often eclipse the event at hand, is a natural inspiration.
This Miu Miu campaign revels in fashion: lush colour, emphatic silhouettes, the joy of dressing up, all silhouetted against the green of the steeple turf. Here, the codes of dress ascribed to those events are challenged, overthrown, exaggerated and rewritten – notions of the conservative or bourgeoise, long associated with the dress of racing attendees, come undone, boldly expressive of a boundless joie de vivre.