The spontaneous, the instinctive and above all the real inspires the Miu Miu Spring 2022 ad campaign with Hailey Bieber – a series of direct, natural portraits through still and motion image. They encapsulate the spirit of these clothes, the individuals who wear them, and the free spirit of Miu Miu.

These raw-edged clothes are situated in backdrops of luxurious formality, draperies of velvet and rich hues. Their juxtaposition challenges conventions – there is a new classic elegance found in rebellion.

Just as they shift our focus to the real clothes, those environs also emphasize real people: a dynamic community of figures drawn from acting and modelling. And just as classic items were reconfigured to form the foundation of this Miu Miu collection, here this youthful collective is re-envisaged as Miu Miu girls.

Hailey is captured unrehearsed, unprompted and unaffected. They eschew character studies, rebel against fantasy – instinctively, they portray only themselves.