Miu Miu casts Gigi Hadid for Wander and Arcadie bags

Miu Miu's identity is "distinctive, somewhat irreverent, radical, disruptive and authentic" and speaks of empowering women by telling and inspiring talented, free and independent women. This, along with cool, contemporary products and fashion shows that dictate trends, ensures that the brand remains relevant and interesting season after season, rising to second place in Lyst Index's list of hottest brands for the period between January and March, and increasing retail sales by 42 percent to 129 million in the first three months of 2023. Miu Miu is not only supporting female talent that refuses to be labelled with Miu Miu Women's Tales, but also with its latest advertising campaign dedicated to the Arcadie bag, which pays homage to the work of Margaret Keane. The American artist, known for her paintings of women, children or animals with large melancholy eyes (her story was told by director Tim Burton in the 2014 film Big Eyes), inspired Steven Meisel to shoot with stylist Lotta Volkova, featuring Gigi Hadid and the Matelassé bags Wander and Arcadie. The colours, the backdrop, the general atmosphere and the stylised poses of the top, shown with an unprecedented clavicut with fringes, are reminiscent of Keane's aesthetic universe, where the ordinary can become extraordinary and the ordinary extraordinary.

Gigi Hadid holds the iconic Wander in her hands and presents the new Arcadie bag, named after the idealised mythological setting where people live in harmony with nature, nestled in bucolic, wooded landscapes. Both models are characterised by versatility, cuteness and, above all, matelassé. This is a special craft in which panels are doubled with cotton wool and elastic canvas and then quilted. This technique was first introduced at the FW fashion show in 2006 and has been revisited over the years in different sizes and designs and has now become a trademark of the brand.