Miu Miu Unveils “The Encounter” Campaign for Lunar New Year, Featuring Chinese Talent and High Fashion
In honor of the Lunar New Year, luxury fashion brand Miu Miu has launched a stunning campaign titled “The Encounter.” This captivating campaign showcases exceptional Chinese talent both in front of and behind the camera, creating a celebration of style and tradition.
The centerpiece of the campaign is a short film directed by acclaimed filmmaker Shujun Wei, starring Miu Miu brand ambassadors Liu Haocun and Zhao Jinmai. Set in Beijing’s charming Yi Lau Yi Cantonese tea restaurant, the film features creative direction by Edward Quarmby and styling by Lotta Volkova, with Jack Webb capturing the festivities through his lens.
The collection itself embodies Miu Miu’s signature blend of sophistication and creativity. Jewel-encrusted denim is paired with oversized sweaters, while preppy tweed ensembles and checkered blouson jackets add a classic touch. To celebrate the Year of the Snake, the brand has also released special editions of its popular handbags, including the Penny, Wander, and Arcadia, along with playful crochet-knit snake bag charms. The accessories line also includes logoed ballerina flats, loafers, the coveted New Balance x Miu Miu sneakers, and festive red-toned underwear.
The stars of “The Encounter” campaign bring impressive credentials to the project. Liu Haocun has received acclaim for her roles in films such as One Second, A Little Red Flower, and Cliff Walkers, while Zhao Jinmai has made her mark in productions like The Wandering, Reset, and Amidst a Snowstorm of Love. Behind the camera, director Shujun Wei brings his award-winning perspective, fresh from his nomination at the 76th Cannes Film Festival for Only the River Flows and a Golden Goblet Award nomination for Mostly Sunny.
The short film is now available to watch on Miu Miu’s official website, showcasing the brand’s masterful blend of high fashion and Chinese cultural elements. Don’t miss out on this captivating celebration of the Lunar New Year.
