Journey to 360 campaign -research (2/2)

This book is my follow-on research book, from what I discovered about myself during my summer research. This research book consits of articles I have looked at and regarded to complete my journey to my 360 campaign. I wanted this research to be separate to the work I conducted over the summer as I felt the aesthetic within that book didn’t represent the person, I discovered myself to be. When I first started my summer research journey I was lost, and felt I knew nothing about myself. My Brand Me summer research book is my alter ego. Having discovered my creative identity is maximalist, extroverted and quite chaotic, I wanted part 2 of my journey to my 360 campaign to start fresh. This book represents who I am as a person. I am controlled, introverted and minimalist. Which is the aesthetic I wanted to continue as I develop my journey to my 360 campaign.

PRIMARY

I collected a range of primary imagery from Harrods in London and Flannels in Liverpool. This next set of images are a selection of the images I taken, that I love. The purpose of this was to discover what represents me and what my ideal aesthetic is. I found the common denominator within these images represent a calm and earthy tone aesthetic with a commercial element. The task helped me to discover my market level being luxury lifestyle. After looking back at the images, I taken I discovered a controlled and calm aura. When thinking about my future career goals, as an introvert this task led to me discovering how I like things to be organised and vision myself working in an organised and controlled environment. To develop on from this task I want to research into the brand Miu Miu. I found their branding mostly represented who I am as a person. I found it interesting their logo is minimal and almost hidden on their garments. My next step is to explore the lifestyle market and how brands within this sector are adapting to new generations.

ETHEREAL

FEMININE

COMMERCIAL

CONTRAST

PLAYFUL

CHIC

STREETWEAR

CHIC

STREETWEAR

COLOURFUL

MINIMAL

LIFESTYLE LUXURY

LIFESTYLE BRANDS

Luxury Lifestyle brands now have a new sense of purpose, ensuring they communicate their authentic commitments to sustainability, to appeal to their consumers. Luxury lifestyle brands must distribute a timeless form of real significance and are empower definition of individual identities. (Beauloye, 2022).

Luxury lifestyle consumers aspire to have an experience surrounding the product they are purchasing, Brands within this market sell items using top quality in order to give their consumers more than just a one-off purchase and ensure they feel emotionally connected to the brand. Luxury brands have crucial and certain characteristics to justify true luxury. Luxury lifestyle brands are seen as sustainable due to the idea of buying better means buying less. “Today, if a brand isn’t sustainable, it isn’t luxury. luxury products should always have in-built longevity and customers now demand transparency and accountability.”- Helen Brocklebank. (Alexander, 2022).

MIUMIU

The setting of Miu Miu has always been determined by and for women- singular and collective. Miu Miu Nuit collection make use of archetypal signs and signifiers of ‘femininity’.

Place crystals, bows, dramatic frills, delicate colours, and sensuous textiles with ordinary clothing choices. Miu knows all too well that the feminine can only exist alongside masculine. When contextualised and controlled. Miu Miu Nuit's tuxedo details, tailoring, and tough denim are full of deliberate paradoxes. Nuit celebrates the joy of womanhood and a constant celebration of femininity. This collection consists of party dresses embellished in sequin embroidery as well as soft velvets, rippling silks and sparkling crystals.

‘SEDUCTION PARADOX’

Miuccia Prada is submerged into all thing’s femineity, stating that “I have this discussion: why people like fashion. Even some very clever women say it’s because they want to seduce,”. Following her AW17 show, she discussed the paradoxical state of womanhood: the struggle between being empowered and intelligent while yet being attractive. “We really still use the same instruments of seduction that you used 50 years ago,” she said. “The problem – women want to appeal, want to be beautiful, but how if you are intelligent?... (the collection) was more about the instruments of seduction, if seduction is interesting, if it’s important (and) if it’s relevant.”

Paintings of glamorous women found their way onto skirts, tops and dresses following the sell-out success of AW16’s Christophe Chemin designs. “These women are beautiful but they are also killers,” shared Prada. Robert McGinnis's original 1960s artwork. He was the man behind numerous legendary James Bond posters showing attractive yet deadly femme fatales. Prada's women, like those featured on their garments, had more to them than a first glimpse may imply.

MIUMIU

WOMEN’S TALES

Miuccia Prada wants to know why there are not women film makers in 2022. Film festivals have no shortage of women in attendance. Red- carpet premieres generate endless coverage and headlines around actors and what models are wearing. The problem lies with the fact women are not being recognised in the film industry. Miuccia Prada created Miu Miu Womens Tales, which is a platform she launched in order to commission female directors and offering them a space to explore what It means to be a women. Since this platform was made Venice film festival has given the chance for more women to win top awards. All the stories shared by the female film directors have one thing in common and that is they all “ illustrate the diversity and nuances of the female gaze, often offering an opportunity for women behind the camera, as well as those in front of it.” Miu Miu has said “Power, desire. Vanity, sophistication. Rites, rules. Dreams, nightmares. Even the smallest moment of a woman's daily life contains multiple facets.”

When researching further into the luxury lifestyle market, I began researching the brand, Chloe. I have loved the brands aesthetic for a while and love the playfulness behind their editorial shoots. The brand was founded in Paris in 1952 by Gaby Aghion with the vision of offering a luxury ready to wear feminine, chic, modern and free-spirited ready to wear brand. Over the years

Chloe has had many different designers such as Karl Lagerfeld in 1966 which was a pivotal point in the brands history turning the brand around and became the go to fashion destination for Jackie Kennedy, Grace Kelly, and many other big names.

Chloe has had many different artistic directors also including stella McCartney, Hannah MacGibbon, Clare Waight Keller, and Phoebe Philo has each shaped the Chloe girl with each designer creating a chapter of its story. Chloe is said to be a spirit, rather than a fashion brand according to Natacha Ramsey-Levi a former creative director of Chloe. Natacha also explained how Chloe enhances the natural beauty of the women who wear it and state they want to give women the freedom to be themselves. Going forward with my 360 campaign i wanted to explore further the idea of a spirit for my consumer.

“All I’ve ever for Chloé to spirit, to make happy.”- Gaby

ever wanted was have a happy make people

Gaby Aghion

STELLA MCCARTNEY

ERA

Stella McCartney took over from Karl Lagerfeld marking her sustainable stamp on the fashion house. Before taking on the role she initially met with Chloe executives and required “No leather, no fur. Ever.” (Thomas,2019). Stella McCartney is committed to always being responsible and have a positive impact on people and the planet. Striving to create products that have a minimal impact on our environment, and products that people will love and last.

CHLOE

Stella McCartney joined Chloe as creative director in 1997, taking over from Karl Lagerfeld and prior to setting up her own fashion brand. When Stella McCartney joined Chloé, it wasn’t targeting a younger generation like how it once used to. Chloe was lost in its time and Stella McCartney was able to bring life back to the brand with her innovative designs and ideas. ''While Karl Lagerfeld prides himself on how up to date he is with MTV, Stella McCartney doesn't need to watch it -- she lives it anyway.” Said The Independent of London. (Spindler,1997)

Loewe is another brand in the luxury lifestyle market, being one of the oldest in the world. Founded in 1846 in madrid. Loewe dates back to when the company specialised in leather purses and handbags for Spanish royalty. Loewe has been owned by the luxury goods firm LVMH since 1996.

Under the direction of forward-thinking British designer Jonathan Anderson, who joined Loewe in 2013 with a fresh vision, the Spanish apparel business experienced a drastic metamorphosis. In the contemporary day, the label is frequently spotted on the backs of rap royalty and other A-listers such as A$AP Rocky, Lewis Hamilton, Kylie Jenner, and Zendaya. Loewe is well-known for its high-end fashion goods, including the classic Amazona and Puzzle bags, as well as Loewe fragrances. However, the brand also sells readyto-wear clothing and leather goods, as well as home and leisure products such as accessories, wallets, and keyrings.

LOEWE X ON

Loewe have collaborated with Swiss sportswear brand ‘On’. This collaboration combines city life with the great outdoors. The collection consists of bold natural hue colours such as khaki, gradient blue, gradient orange and grey. On's distinctive Missiongrip rubber outsoles and Speedboard midsoles, both of which are meant to lower your heart rate and muscular fatigue, round out the models. Finally, hand-pressed marbled outsoles and brass eyelets emphasise On's dedication to handcrafted methods and refined craftsmanship. The apparel, like the Cloudrock and Cloudventure, takes aesthetic elements from nature, with Japanese sashiko-inspired stitching (resembling a starry night). This is On’s first ever luxury collaboration, being a new upcoming brand.

LUXURY BRANDS TARGET GEN Z

Generation Z are the future consumers. Generation Z are leaving education and entering the working world. Gen Z are beginning to make their own money to spend and making their own decisions on where they spend that money. Luxury brands are having to build brand loyalty this is to target the consumers who can’t yet afford to buy into luxury brands. With Gen Z spending all their time on social media, it’s incredibly important for brands to build a following and engage with their consumers on social media platforms such as TikTok and Instagram. Gen Z are valuebased consumers, meaning they shop from brands that align with their personal beliefs such as topics like suitability. Brands often make the mistake of believing that their marketing strategies that worked well with millennials with work well with Gen Z, which is not the case as Gen Z are not the millennials and have different values and have been submerged into a digital world for majority of their lives, having a space to be vocal and express their opinions unlike older generations. (Monteros, 2022).

GENERATION

Gen Z are people born loosely between the years from 1995 to 2010. Submerged into a digital world since their early ages. This generation have been able to connect and communicate through the touch of a screen, living in a digital world that Is social media. Gen Z’s value individual expression and avoid labels. Consumption, for Gen Z and, increasingly, for previous generations, means having access to items or services rather than owning them. Unlimited access to products and services (such as car-sharing services, video streaming, and subscriptions) provides value as access becomes the new form of consumption. Products are transformed into services, and services link customers. Gen Z are an openminded generation. This generation are more interested and feel it’s important to defend causes relating to identity. They are more passionate in matters relating to race, ethnicity, LGBT issues and in feminism. (Francis & Hoefel, 2018).

CULTURE.

CANCEL

Cancel culture began through the internet where generation Z have accesses to sources to learn about others. Cancel culture is the practise of boycotting a company or person after they have done or said anything considered objectionable. It originated in 2017 going around social media and has become a global problem. The rise of cancel culture has led generation Z to be more afraid of what people think of them, they are likely to hide their opinions on controversial issues. 32% of gen Z’s have agreed to have struggled to be their authentic self for fear of judgement and exclusions whereas only 24% of millennials and 16% of boomers fear judgement. Cancel Culture highlights that as humans we fear rejection and want to fit in, whilst social media is great for having voice it often leads to generation Z being fearful of saying the wrong thing and consequently being “cancelled”. (Gen z and cancel culture, 2022).

SNOWFLAKE GENERATION ?

Gen Z has been working to correct all of the nativism and environmental harm that previous generations caused and continue to emanate. Gen Z has grown up in an environment when appropriation is expected rather than desired. Because of this sensitivity to others, jokes are frequently taken too seriously. Sensitivity on Twitter and other social media sites increased throughout 2020. People who share their ideas frequently face backlash and are labelled as "weak" or "overly sensitive." Gen Z are proud to be ‘more educated’ than older generations, the use of social media has made it easier for everyone to share their opinions and are able to speak out against what is wrong. Older generations assume this generation is too sensitive for calling out sexist, homophobic and racist behaviour. (Wilkonson, 2021).

Prior to lockdowns, controlled outside activity periods, and mask restrictions, our fashion tastes had begun to evolve. For the past few years, there has been a surge in interest in comfort, with athleisure at the forefront. With casual clothing becoming more practical and gym clothing meant to look nice even outside of the gym, a combination of styles was maybe inevitable. As a result, a trend change was on the horizon. Clothing that reflects one's lifestyle and values is becoming increasingly essential to us.

Fashion forecaster Carla Buzasi says she finds it difficult to see individuals renouncing the benefits of cultivating a beautiful living environment and a more comfortable, simplified clothing now that they have experienced those benefits. Similarly, Carla Buzasi of WGSN notes that “the overriding consumer demand will essentially be for comfort, whatever we might be doing.” The move toward emphasising comfortability in clothing reflects the reality that fashion is an ever-changing industry that reflects the times we live in. If life before the pandemic was characterised by casual sports clothes suggesting comfort, life in a pandemic has up the comfortability scale a few levels. (how the pandemic influeneced our fashion choices, n, d)

WHY DO GEN Z PUT COMFORT FIRST

KEY

IS

During period of times of collective anxiety, such as global lockdowns during the pandemic and now the cost-of-living crisis. Consumers turn to comfort. “Global lockdowns and the new work-from-home culture have seen undeniable change in the way that we are dressing,” says Dr Rebecca Arnold, referring to the increase in sales of loungewear, flat shoes, and smaller bags for essentials. “With many businesses rethinking their company culture where in office versus at-home hours are concerned, it is likely that some of these changes in shopping habits will outlast the pandemic.” (comfort and wellness, 2021).

BLURRING LINE

STREETWEAR AND

COLLABORATIONS

BLURRING THE BETWEEN STREETWEAR LUXURY

“Exploration is expression. It's finding new pathways. It's the journey inside out. For this new chapter with Gucci, we've gone back to the archives to amplify heritage and discover new definitions of iconic. Featuring bold colors, geometric patterns, and unforgettable prints, these are legendary The North Face Icons turned all the way up.

The ready-to-wear collection features familiar Heritage styles like the goose-feather down Sierra Parka; Down Vest; Windjammer; as well as a collection of equipment and accessories. The outerwear silhouettes are archival 1970s designs from The North Face with modern updates, building on the ethos of the collaboration’s first two chapters “ ( The north face x gucci, n, d)

THE NORTH FACE X GUCCI

Kim Jones was named men's artistic director of Dior in 2018 after leaving Louis Vuitton. Jones introduced a three-way collaboration between Dior, Jordan Brand, and Shawn Stussy at the French house's Pre-Fall 2020 presentation, building on the framework he created at LV. Aside from a beautiful hand-crafted Air Jordan 1, the three displayed a variety of merchandise including sweaters, shorts, armbands, scarves, and more.

DIOR X AIR JORDON

Stussy's distinctive typeface was used on the sneakers, while Jordan's Wings insignia was used on a variety of fitted designs in the clothes and accessories. The cooperation, regarded as one of the most successful partnerships of 2020, increased the creative potential of streetwear x premium combinations. (Cardiner, n, d)

X CHROME HEARTS

DRAKE

Drake is a popular rapper, singer, songwriter amogst Gen Z and frequently wears Chrome Hearts. It's becoming increasingly unusual for the artist to appear in public without wearing the brand in the previous year. Drake's fondness for the California luxury mark is apparent, from personalised Kobe Jerseys to Rolexes to a genuine Rolls-Royce. The Drake-Chrome Hearts connection, like any other, did not come out of nowhere. Despite how it may appear, the Certified Lover Boy singer wasn't always such a vocal supporter of Chrome Hearts. Now that Drake's new album is at the top of the Billboard charts, it's tough to overlook his passion for the brand that was leveraged into a collaboration. Drake has already progressed from wearing Chrome Hearts to collaborating with them at a high level. These are a few crucial points in their growth with products that distinguish them. (Matthies, 2021).

LOUIS VUITTON X NIGO

Louis Vuitton continues the creative connection between Virgil Abloh and NIGO with the launch of the second LV2 collection in pre-spring 2022.

United by their subcultural practice: streetwear. This conversation is expanded upon in the sophomore season as a celebration of NIGOJapanese ®'s ancestry, the inherent tapestry of his fashion heritage, and the geo-specific look on the Western men's wardrobe imprinted in him since boyhood. The collections consist of garments and accessories with military emblems and traditional clothing are seen through a distinctly formalised lens, continuously imbuing the casual with an air of heightened elegance.

(Louis Vuitton x Nigo, n, d )

X JACQUEMUS

NIKE

With Jacquemus debut collaboration with Nike, it’s that much-loved sneaker that’s brought under the spotlight. The different versions are distant from the typical bright, ACG-associated colourways. Instead, they've been given a much more polished and minimal redesign, with a blend of suede and leather covering their uppers, one in a light beige and white colourway and the other in brown. Along with the footwear, the apparel in the collection reflects a continuation of classic sportswear reimagined through a minimalist viewpoint. Detailing and neutral colours are emphasised, resulting in a seamless mix of both labels' design codes. The dresses are mainly influenced by tennis, but they have cut-out details and gold-tone swooshes for a more upscale appeal. Skirts with subtle pleats and integrated shorts retain the tennis concept. (Nike x Jacquemus, 2022).

IS THE INDUSTRY COLLABORATING ITSELF TO

SNEAKER INDUSTRY COLLABORATING TO DEATH?

We live in a gluttonous society, when overconsumption is a major reason that things that used to be unique are no longer such. This includes sneaker collaborations, which have become the standard in a industry preoccupied with reach and hype. However, one consequence of collaborative oversaturation is that businesses are tripping over themselves to outdo each other, leaving the consumer with things they did not request. sneaker collaborations are beginning to just sit on the shelf within the indsutry , consumers are becoming less interested with and struggling to keep up with new releases.

WHY DO NIKE?

Nike is a collaboration powerhouse, teaming with everyone from skate shops to rappers to ice cream companies. Sometimes these partnerships result in the creation of an altogether new shoe, but most of the time, Nike provides the collaboration partner with an original Nike shoe to use as a template to produce a new colourway. When a well-known celebrity collaborates with Nike, it positions Nike as a "cool" brand, allowing it to stay up with the new generation while maintaining its position in the fashion market. Collaborations, on the other hand, are a tool for Nike to bring back classics and assure sales success. Before Nike release a general colourway they will collaborate with a popular brand or figure, this is to generate hype from the fans of the collaboration. When nike release a general colourway of the shoe within the collaboration, consumers are more likely to buy to get some satisfying of wearing a shoe they missed out on. (The untold side of Nike’s collabs, n, d).

fig 3

CAUSED HEELS TO FALL FLAT?

Gen z value comfort and function unlike older generations. This generation (especially women) believe they should have the freedom to wear cosy outfits and feel relaxed. The days of sky-high heels are long gone, oversized clothing has begun to take over tight body con dresses. Gen Z believe that there is no point looking good if what you wear doesn’t make you feel good. (Danao, 2021). During the 2010’s the rise in luxury brands releasing a sneaker collection has significantly risen. Heels over the last 10 years have decreased in hight with women opting for comfort. Kurt Geiger has stated a decline in heels at 120mm high and are now in recent years no more than 90mm. Christian Louboutin famous for their black stilettos with red soles have recently been selling flatter or low-heeled shoes rather than their famous stilettos. Feminists have been on a mission over the years to set women free of discomfort. Women have been opting to dress comfortably. (Finnigan, 2019).

X NEW BALANCE

MIU

MIU

Miu Miu have collaborated with streetwear brand, New Balance. This collaboration was styled down the runway for Miu Miu’s spring 2022 collection, paired with Miu Miu’s frayed micro miniskirts and their cropped sweaters. Each sneaker style is made from durable denim to align with the laidback aesthetic. In true Miuccia Prada style, they’re enhanced with purposely distressed trims to create a natural wear and tear appearance. The collaboration gives off a chic and minimal take on New Balances Street aesthetic. (Hyde, 2022).

WHAT STREETWEAR BRANDS DOING

STREETWEAR BRANDS

OFF-WHITE

the brand described the brand as the grey zone between black and white giving the colour; Off-White. This is exactly what the brands fashion is, being somewhere in the middle of streetwear and luxury. Virgil praised his fashion for targeting “the girl who wears Céline and for the man who wears Supreme, and they both share a closet” This brand is one of the few streetwear brands who understand women and target them authentically and releasing a women’s clothing line, which has been popular amongst women. (Rob, 2020).

“In large part, streetwear is seen as cheap. My goal has been to add an intellectual layer to it and make it credible,” said Abloh. In today’s fashion world, consumers are already dictating what they prefer. Vintage Levi’s are as important as an Hermés bag, and they both can be paired together.”

Virgil Abloh reinvented a total of ten different models of Nike sneakers for his The Ten project, including the Air Max, Air Jordan, Blazer and VaporMax. The Off-White founder, who is a devoted fan of Michael Jordan, unveiled a line of sneakers designed around two different themes: Revealing and Ghosting. Here, the designer’s signature avant-garde style merged with his expert knowledge of design to produce a capsule that was punctuated with 1990s influences.(Salessy &Marain, 2021).

OFF-WHITE

“In large part, streetwear My goal has been to add to it and make it credible,” today’s fashion world, dictating what they prefer. as important as an Hermès can be paired together.”

streetwear is seen as cheap. add an intellectual layer credible,” said Abloh. In world, consumers are already prefer. Vintage Levi’s are Hermès bag, and they both together.” (McKinnon, 2021)

STREETWEAR

IN

In 2018, only 26 women were selected on the Hypebeast 100, an annual list that recognises the most renowned figures in street culture. “It’s not just sexism, it’s also the way women are framed,” says Prantera. “We are more behind the scenes, but I think it's changing. Younger girls are getting much stronger than we ever were.” Within streetwear women are buying the smaller sizes of men’s clothing due to the limited female streetwear collections. (biondi, 2019)

• While female consumers are increasingly seen as a sales opportunity in streetwear, the number of female-founded brands and creatives remains low.

• Streetwear for women has been difficult to market, with many women buying from menswear and/or menswear retail spaces. Conversely, men are now desiring new femalecreated lines designed exclusively for women in their sizes.

• Women are opening up conversations on inclusivity that could positively shape the streetwear world going forward. (biondi, 2019)

KEY POINTS

THEBO

YSCLUB

Streetwear is seen as a boys club. The industry is run by men and most companies produce men’s sizes. Streetwear is a culture and women are outcasts in the mix. Women are becoming more drawn to streetwear as it focus on loose comfortable clothing – not everyone wants to wear heels or tight fitted clothing. The image to the right was posted by the original popular streetwear brand ‘supreme’. Images like this are common within streetwear. Imagery like this portrays women as props within streetwear. Not enough women are being represented within streetwear. (McGarrigle, 2018).

SEMIOTICS WITHIN

SEMIOTICS MIU MIU

FEMI

A semiotic I found in Miu Miu is that the brand is a feminist. From their women’s tales community for women In the film industry to be recognised, the brand is built up from Miuacci Prada’s feminist views. Miu Miu expresses femininity by creating raw elegance conveyed by portraying women’s natural beauty to a contemporary society. (Lafuente,2021).

Miu Miu is the spontaneous sister version of Prada. Miu Miu is carefree and doesn’t take itself too seriously. Each season Miu Miu has a knack for reinventing the Miu Miu girl each season without losing the brands identity. The brand launched as a diffusion label for the anti-conformist girl, consisting of flirtatiously studded crystals and pearls. “Miuccia has a knack of playing with the constructs of taste, brilliantly subverting colours, shapes and patterns in ways which shouldn’t work, yet work perfectly under her guidance. There’s an element of retro in her designs which is underscored and revived with a contemporary lens for the modern woman” says Anna Ross.(Morris, 2018).

For the release of their Nuit collection, Miu Miu hosted a Miu Miu Nui club in New York. The Miu Miu Club's mission has been to bring together a group of like-minded, liberated women who are united in their passionate expression of uniqueness and dedication to fashion and culture in all of its manifestations. Miu Miu Club is an intimate and glamorous location where women can celebrate their unique identities, accept their complexity, and share and develop ideas. It is a contemporary salon that provides an environment where the solitary becomes the collective.(Miu Miu Nuit Club New York, n,d).

SPONTA NEOUS

UPCYCLED

Upcycled by Miu Miu is a special collection of vintage dresses reworked and transformed by Miu Miu, carefully sourced from vintage clothing stores and markets worldwide.

The project was launched in December 2020 with a selection of 80 vintage dresses, reinterpreted using Miu Miu’s aesthetic codes. (upcycled by Miu Miu, n,d).

BY MIU MIU

10 years I dressed asked myself why I liked think it is the history. a person,

“For

a piece of past always had incredible anything you learn

dressed in vintage. I often liked it so much, and I Each dress represents a life. For me, the incredible value because comes from there.”

UPCYCLED

A limited edition of leather jackets – no more than 50 items – carefully sourced from vintage markets across the world, re-fashioned by Miu Miu and finished in the atelier by hand.

The campaign features actors and model Ever Anderson, Esther McGregor and Mame Bineta Sane, wearing the leather jackets in an anonymous urban subway. (upcycled by Miu Miu, n,d).

LEATHER JACKETS

OPPRESSIVE WOMENS FASHION

For century’s women have been wearing restrictive clothing. Unlike today, In the past women had fewer fashion choices as recently as the 1940’s, women could be arrested for wearing trousers in public as they were considered for men. Whilst today women have a wider variety of comfortable clothing and free to express personal style. Often women’s clothing is oppressive even today women are wearing unpractical fashion. throughout history women’s clothing has been restrictive, uncomfortable, and sometimes dangerous. One example being corsets which are still worn today. Corsets date back to the 16th century, corsets restricted women being unable to raise their arms, move too quickly and made it harder for women to breathe. (Dixon, 2018).

TRENDS THROUGHOUT HISTORY

WHO IS MIU MIU

IS THE MIU GIRL?

Why is the Miu Miu girl-Sustainable?

Miu Miu have released a variety of upcycled collections. Founder Miuccia Prada has dressed in vintage for 10 years stating she enjoys the history behind each garment. The past for Miuccia has always had incredible value. The “Upcycled by Miu Miu” first launched In 2020 with a selection of 80 vintage dresses. Since this release they partnered with Levi’s as well as a collection leather jackets with the aim of reimagining the silhouette and encouraging its viewers to challenge their own perceptions of masculinity. (Ahuwalia, 2022).

Sustainable

Why does the Miu Miu

Miu Miu was born in 1993 in the unconventional spirit of Miuccia Prada. An outpost for the most refined femininity, a visible reflection of the energy transmitted to contemporary society by women's innate contrasts and provocative personalities. Miu Miu narrates an individual and conscious femininity that allows room for boundless creativity. Miuccia Prada wanted to know why there are no female film makers in 2022. She created a community titled ‘women’s Tales’, with the intention of giving women film makers a platform to share what it means to be a woman. This platform has opened up opportunities giving female film makers the opportunity to win awards.

girl explore femininity?

Femininity

Does the Miu Miu girl have an element of rebellion?

The brand is charming and rebellious, combining a naéf and sophisticatedly raw elegance with a maverick and carefree attitude. Miu Miu's quick and ever-changing expressive vocabulary tells a distinctive and informed femininity that allows for limitless expression. (Miu Miu prada group, n, d).

Is the Miu Miu girl-playful?

Miu Miu in 1993 to showcase her playful and extroverted side to her personality, juxtaposing against the minimalist foundations that make up Prada. Unlike Prada, Miu Miu target the younger generation with their innovative and playful designs. (Lafuente, 2021).

Why is the Miu Miu girl-intellectual?

Miu Miu delivers a characterful result featuring sensuous as well as intellectual elegance by changing fashion into a mental state and employing change as the main ingredient to develop the world.

How do Miu Miu

The Miu Miu is known to have vivacious youth-aimed collections, case in point, flirty, ruffled chiffon dresses and sequined Miu Crystal bags. Miu Miu’s youth fixation also applies to their choice of models for ad campaigns. Like casting newcomer Hailee Steinfeld and actress Sydney Sweeney. (sharma, 2020). Y2K fashion has recently become a trend amongst Gen Z and one of the most polarising outfits of 2022 was Miu Miu’s two piece ultra mini skirt and crop top. (Cook, 2022).

target Generation Z ?

Miu Miu creates clothes that complements their experimental expression, and the sunglasses line is no exception. Miu Miu's sunglasses, with their instantly recognisable block frames, are the best indication of the brand's ambition to appeal to the modern but unique woman. (Miu Miu sunglasses, n, d). Miu Miu was created by Miuccia to be able to create a paradox fashion brand that gave her the opportunity to experiment with extreme designs aside of the traditional and timeless fashion house, Prada. (Weir, 2022).

Does the Miu Miu girl take an experimental approach to her style?

“Prada is very sophisticated and considered, Miu Miu is much more naéve” – Miuccia Prada.

Miu Miu represents young women who are carefree and wear outgoing designs, contrasting a range of different colours from pinks to greens. Unlike Prada Miuccia has to create a solution immediately, instinctively, and spontaneously with what is available in order to stay ahead of the Miu Miu girl.

Miu Miu is much more trend driven whereas Prada is timeless fashion consisting of a classic wardrobe (Weir, 2022)

How is the Miu Miu girl Naive?

Miu Miu is a workshop of new design expressions that play with the kaleidoscopic nature of fashion, where experimentation is the expressive playground for spontaneous creativity.

How does Miu Miu create a Kaleidoscopic nature?

Miu Miu have created a community space to target their Gen Z consumers. From connecting on Instagram to creating a one night only ‘nuit’ club for the release of their Nuit collection inviting a variety of artists, models and influencers. Such as Emma Roberts, Sansho Scottt AnnaSophia and more. In the heart of FiDi, Miu Miu transformed the downtown hotspot into a multi-story club for one night, Portraying the youth, spontaneous and fun elements behind the brand that Gen Z can relate and connect with. ( Browchuk, 2021).

How do Miu Miu stay connected to their Miu Miu girl?

How does Miu Miu take a

Miu Miu is Muiccia space to collect her creative ideas. Miu Miu’s nuit collection consist of party dresses portraying the fun and creative personality of the brand. Consisting of dramatic frills and delicate colours. Miu Miu’s AW16 collection consisted of paintings of glamorous women by artist Robert McGinni’s

creative route within their designs?

Miu Miu is admired for its ornate detailing, signature fabrics and contemporary take on retro influences. The brand was founded in 1993 with many of Gen Zers growing up with the brand. Miu Miu’s S/S 2023 show explores the purpose of fashion and its usefulness in society and culture today. The collection shown genderless garments consisting of earthy colours. "This collection is about fashion born from reality, and born for reality, to be placed back into that context. Because times are difficult, it does not mean we should not create. But we have to ensure every piece has purpose and reason. This is not a time for meaningless fashion." – Miuccia Prada. (Mae, 2022).

How Does Miu Miu take a contemporary approach to stay relevant?

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IMAGE RERERENCES

Fig 1. Gjoka, D. (2017). Prada explores feminism. [photography]. Dazed. https://www.dazeddigital.com/ fashion/article/34888/1/prada-explores-feminism-femininity-and-femme-fatales-aw17

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Fig 3. Nike. (n,d). Nike Off White. [photography]. Nike. https://www.nike.com/gb/

Fig 4. Instyle. (2022). New balance x Miu Miu. [collage]. Instyle https://www.instyle.com/fashion/ miu-miu-new-balance-sneaker-collaboration

Fig 5. Off white. (n,d). Off white editorial. [photography]. Off-white. https://www.off---white.com/en-fr/ collections-editorial/virgil-is-here