Gigi Hadid reveals herself in a fascinating Miu Miu campaign, between art and fashion

The new Miu Miu campaign, starring Gigi Hadid , is a tribute to the brand's timeless elegance, while celebrating the women who embody it. Through carefully composed portraits, it reinterprets the house's iconic matelassé from a decidedly artistic angle. The aesthetic of this campaign draws its inspiration from the great tradition of 20th-century society painting , creating a meeting between past and present.

After two previous campaigns fueled by references to visual art, Miu Miu this time takes a more abstract approach . Here, art is not directly cited, but rather felt—an atmosphere, a fluid idea that blends with fashion and beauty. Each image seems a reflection on art itself, an exploration of aesthetic feeling rather than the precise application of a particular work.

Under the eye of photographer Steven Meisel, each portrait is treated as a digital, hand-painted canvas , in which each subtle and almost accidental shade of color echoes the inspiration of the brush. This approach, oscillating between photorealism and abstraction, gives a fascinating ambiguity to the images, suspended between photography and painting, between yesterday and today . They capture an energy of doubt and curiosity, as if they were in perpetual transformation.

Miu Miu 's new matelassé suede, presented through the Wander and Arcadie bags , pairs perfectly with these delicate images, bringing a tactile, almost velvety softness. The portraits thus created are multiple, each revealing a different facet of the same universal subject. First, a personality portrait: Gigi Hadid, captured against pastel-coloured backgrounds, reveals an image of the modern woman, both confident and sensitive. Then, through still lifes, the matelassé is magnified, analysed from all angles, almost like an art object. Finally, the moving image, almost cinematic, seems to capture the creative moment in all its richness, offering a portrait in several dimensions: exterior and interior, that of the model and that of the artist. A reflection in real time, a dialogue between matter and mind, image and painting.

Thus, the Miu Miu campaign does not just show a product; it offers an experience, a visual exploration of beauty and art , where every detail, every nuance, speaks of a constant search for the essence of elegance.