Overview#
Prada-owned Miu Miu presented a physical screening of its ongoing Women's Tales project in Chengdu on November 25. Debuted in 2011, the Women's Tales initiative is a short film anthology series starring global female directors. The Chengdu event showed two films commissioned by the Italian house this year, namely House Comes With A Bird and Carta A Mi Madre Para Mi Hijo.
Miu Miu took over Shaanxi Assembly Hall, a historical building in Chengdu, to run the two shorts and host a panel discussion on feminist films, which was also livestreamed via the brand’s WeChat channel. The brand also collaborated with fine-dining restaurant Da Vittorio Shanghai to present a dedicated menu with local twists. The event concluded with a live performance from singer Lexie Liu, Miu Miu's brand ambassador, as well as local band INNOUT.
Netizens’ Reaction#
The campaign hashtag #MiuMiuWomen’sTales has received over 2.3 million views on Weibo. With celebrities such as Lexie Liu, Amber Kuo, and Huang Jue in attendance, the Chengdu event reached a broader online audience in China. Meanwhile, the panel discussion has been circulated among netizens thanks to participants, including fashion KOLs, cultural influencers, and media.
Verdict
Miu Miu has seen surging popularity in global markets, including China. In fact, the brand was recently crowned Brand of the Year in Fashion 2022 by Lyst. According to the luxury marketplace’s report, searches for Miu Miu on Lyst increased 49 percent year-on-year thanks to its ballet flats (the hottest fashion product of Q3 2022) and midriff-baring skirt sets. In addition to creating designs that resonate with today’s younger generation, the brand has put effort into communications and localization.
Given that Chengdu has become one of the most important regional markets in the mainland, launching the screening in the city is a clever choice. From the quaint venue to the dining service, the brand showcased its consideration of Chengdu’s culture. More importantly, its engagement with the film community consolidates the cultural integrity engrained in the Prada Group’s DNA.