Miu Miu Upcycled 2024 Chinese New Year
The fourth upcycled denim collection was launched on Saturday 10th February 2024
A strong collection
Miu Miu launches the fourth limited edition Miu Miu Upcycled collection, born from Miu Miu’s passion for conscious fashion and circular design practice the idea of giving new life to vintage garments, bags and accessories.
The campaign accompanying the launch also features a capsule collection dedicated to Chinese New Year composed of polo shirts, cardigans, the iconic Arcadie and Wander bags, and sweatshirts and T-shirts with the embroidered cloud.
The Miu Miu Upcycled Collection was devised to establish a connection between the story of the people who wore the garments, bags or accessories in the past and those who add them today to their wardrobe, thus creating a link between past, present and future.
The Miu Miu Upcycled project debuted with a selection of 80 one-off dresses made from precious non-designer vintage finds, followed by a collaboration with Levi’s built around iconic pieces from the 1980s and ‘90s and leather jackets which appeared on Miu Miu’s Paris runway for the Fall/Winter 2022 season. All Miu Miu Upcycled collections are strictly limited.
Flower embroideries too are drawn from the past. Inspired by research into 1950s haute couture, this style of embellishment was first seen on the Miu Miu runway for the Spring/Summer 2022 season in gold, they are now re-imagined in black. Each flower is hand- sewn using silk chiffon petals, facetted beads and black crystal set into antique metal. Garments are finished with a leather label printed with the Miu Miu Upcycled logo and an internal tag in starched white canvas with the same branding.
Upcycled Denim
The selection includes garments and accessories in denim chosen specifically for its color, weight and qualities of fading. Denim, more than anything other material, is long-lasting and prized for its patina and the physical and symbolic effects of any aging. The memory of the garment remains its backbone. The deliberately aged effect of denim is enriched by patch details and precious embroidery with hundreds of flowers in different sizes. Each flower is sewn by hand using silk chiffon petals, faceted beads, and black crystals set in antique metal. Garments are finished with a leather label printed with the Miu Miu Upcycled logo and an internal white canvas tag.
Upcycled leather bags
For the first time, the Miu Miu Upcycled project also includes bags. The Miu Miu Upcycled Patch bag collection is made out of leather remnants from Miu Miu designs: the existent is reimagined to create something imbued with heritage; a respect for tradition enriches the here and now.
Celebrities
Actor Ever Anderson and model Huijia Chen breathe new life into the Miu Miu Upcycled 2024 collection in a series of images captured by Jet Swan. In a study of character – in casting and clothing – and an intimate exploration of the relationship between the garment and wearer, stolen moments become permanent. Each is unique.
NGO and transparency
Miu Miu has partnered with the Aura Blockchain Consortium a non-profit association that promotes transparency as well as customer-centric business practices throughout the lifecycle of luxury products by leveraging blockchain and other technologies. Each piece in the 2024 Miu Miu Upcycled Collection is afforded Aura Blockchain verification.
Campaign
Credits
Photographer: Jet Swan
Creative Director: Edward Quarmby
Stylist: Lotta Volkova
Cast: Ever Anderson, Huijia Chen
Stores
The Miu Miu Upcycled Collection is available at miumiu.com and in selected boutiques.
- MILAN S. ANDREA – Milan, Italy
- FLORENCE VIA ROMA – Florence, Italy
- ROME BABUINO – Rome, Italy
- MADRID, SERRANO – Madrid, Spain
- ISTANBUL ZORLU CENTER – Istanbul, Turkey
- PARIS LAFAYETTE – Paris, France
- PARIS FAUBOURG– Paris, France
- AV MONTECARLO – Montecarlo, France
- LONDON NEW BOND STREET – London, UK
- LONDON HARRODS – London, UK
- LONDON SELFRIDGES – London, UK
- ST. MORITZ – St. Moritz, Switzerland
- DOHA PLACE VENDOME – Doha, Qatar
- DUBAI MALL OF THE EMIRATES – Dubai, United Arab Emirates
- DUBAI MALL EXTENSION – Dubai, United Arab Emirates
- TORONTO HOLT RENFREW – Toronto, Canada
- NEW YORK SOHO – New York, US
- NEW YORK 57TH – New York, US
- COSTA MESA – Costa Mesa, California
- MIAMI DESIGN DISTRICT – Miami, Florida
- TOKYO SHINJUKU ISETAN – Tokyo, Japan
- TOKYO AOYAMA BARBISON – Tokyo, Japan
- TOKYO GINZA ECHIGOYA – Tokyo, Japan
- OSAKA SHINSAIBASHI DAIMARU – Osaka, Japan
- OSAKA UMEDA HANKYU – Osaka, Japan
- KOREA SEOUL SHINSEGAE – Seoul, Korea
- KOREA SEOUL CHEONGDAM – Seoul, Korea
- HONG KONG LANDMARK – Hong Kong
- HONG KONG CANTON ROAD – Hong Kong
- MACAO FOUR SEASONS – Macao
- CHINA SHENZHEN MIXC-CITY CROSSING – Shenzhen, China
- CHINA SHANGHAI IFC – Shanghai, China
- CHINA SHANGHAI CENTER – Shanghai, China
- CHINA SHANGHAI APM – Shanghai, China
- CHINA SHANGHAI PLAZA 66 TEMPORARY – Shanghai, China
- CHINA GUANGZHOU TAIKOO HUI – Guangzhou, China
- CHINA HANGZHOU MIXC-CITY CROSSING – Hangzhou, China
- CHINA NANJING DEJI – Nanjing, China
- CHINA SHENYANG MIXC-CITY CROSSING – Shenyang, China
- CHINA QINGDAO HISENSE PLAZA – Qingdao, China
- CHINA CHANGCHUN CHARTER – Changchun, China
- CHINA BEIJING SKP – Beijing, China
- CHINA BEIJING SKP RTW AND SHOES – Beijing, China
- CHINA CHENGDU DACI TEMPLE – Chengdu, China
- CHINA CHENGDU SKP – Chengdu, China
- CHINA WUHAN INTERNATIONAL PLAZA – Wuhan, China
- CHINA CHONGQING MIXC-CITY CROSSING – Chongqing, China
- CHINA XIAN SKP – Xian, China
- TAIWAN TAIPEI BREEZE NANSHAN – Taipei, Taiwan
- SINGAPORE MARINA BAY SANDS – Singapore
- THAILAND BANGKOK SIAM PARAGON – Bangkok, Thailand
- AUSTRALIA SYDNEY WESTFIELD – Sydney, Australia
