Miu Miu fuses art and fashion at Art Basel Paris

Overview Miu Miu has partnered with Art Basel Paris to launch an innovative public art project titled “Tales & Tellers.” Held at the iconic Palais d’Iéna — home to the French Economic, Social, and Environmental Council and a regular venue for Miu Miu’s fashion shows — the initiative underscores the brand’s commitment to cross-disciplinary creativity. Curated by renowned interdisciplinary artist Goshka Macuga and organized by Elvira Dyangani Ose, director of the Barcelona Museum of Contemporary Art, the project coincides with Macuga’s collaboration with Miu Miu for its Spring/Summer 2025 fashion show, which took place on October 1. The public art exhibition will run from October 16 to 20. At the heart of the “Tales & Tellers” project is a screening of short films from Miu Miu’s celebrated “Women’s Tales” series — an anthology of films directed by leading female filmmakers from around the world. These films, along with a series of curated talks, explore the fluid and evolving nature of femininity, a theme central to both Miu Miu’s fashion philosophy and its broader creative endeavors. Netizens’ reaction Since its debut in 2011, the “Women’s Tales” series has received widespread acclaim, particularly in China, where it has reinforced Miu Miu’s reputation as a brand dedicated to championing female voices in art and culture. The campaign hashtag “Miu Miu Women’s Tales” has garnered over 240 million views on Weibo, highlighting the series’ appeal to Chinese audiences. The brand’s collaboration with Chinese actress and brand ambassador Liu Haocun has further amplified the visibility of the “Tales & Tellers” project, driving substantial online traffic and engagement. Verdict Miu Miu’s rising popularity is not limited to China. The brand has experienced a remarkable surge in global recognition, as reflected in its rising rank on the Lyst index. According to the Prada Group’s H1 2024 report, Miu Miu’s sales skyrocketed by 93 percent in the first half of the year, a result attributed to the brand’s distinctive communication strategies, high-profile campaigns, and its ability to engage in contemporary cultural debates that resonate with a wide audience. In China, Miu Miu has moved beyond producing viral must-have items like its popular sneakers and eyewear. The brand has focused on strengthening its cultural DNA through art and literary collaborations to deepen local engagement. Its “Summer Reads” pop-up in Shanghai this past June became a trendy hotspot for fashion insiders and fans, drawing long queues of visitors eager for the complimentary literature — a testament to Miu Miu’s cultural cachet in the Chinese market. Miu Miu’s collaboration with Art Basel Paris and its “Tales & Tellers” project exemplifies the brand’s adeptness at blending fashion, art, and storytelling. By creating meaningful conversations around femininity and its evolving expressions, Miu Miu enhances its cultural relevance and strengthens its connection with global and local audiences alike. The brand’s commercial success in its creative storytelling underscores its skill in balancing art and market demands, establishing it as a leader in the evolving world of luxury fashion.

Miu Miu fuses art and fashion at Art Basel Paris

On this page

Published October 19, 2024

Sectors

Insights

Company

Miu Miu fuses art and fashion at Art Basel Paris