Miu Miu invests in culture, reaps loyalty

What happened Miu Miu Literary Club arrived in Shanghai on November 21. Brand narratives built around literature are common in luxury marketing, but this edition nonetheless cut through the noise. Driven by substantive content and genuine engagement, the event sparked a reading wave that spread across social platforms and communities. Held at the West Wing of the Shanghai Exhibition Center, the venue’s historic architecture provided a fitting backdrop for discussions on women’s literature. The building carries decades of public memory, creating a resonance between the individual stories preserved in these literary works and the collective history embedded in the space itself. Under the title “A Woman’s Education,” three panel discussion examined the work of three literary giants: French existentialist Simone de Beauvoir; Fumiko Enchi, the pen-name of Fumi Ueda, one of the most prominent female authors of Japan’s Shōwa era; and Eileen Chang, widely regarded as one of the most important voices in modern Chinese literature. Between panel discussions, Miu Miu brand ambassadors Liu Haocun (刘浩存), Li Gengxi (李庚希), and Zhao Jinmai (赵今麦) performed readings from the featured works. Singer-songwriter Lexie Liu (刘柏辛), also a brand ambassador, and Chen Sijiang (陈思江), lead singer of indie band Hiperson, provided live musical performances. While attendance was by invitation only, Miu Miu livestreamed the event on its Tencent channels, extending access beyond the physical venue. The discussions resonated online: posts tagged #miumiuLiteraryClub generated 409,000 views on Xiaohongshu (also known as RedNote), amplifying conversations that began in an exclusive setting to a broader public audience. The Jing Take The Literary Club’s impact extended beyond celebrity-driven social media buzz. Rather than staging a typical brand event, Miu Miu anchored the gathering in substantive literary discussion. Panels examined themes that resonated personally with attendees: romantic relationships, mother-daughter dynamics, and female independence through the lives of de Beauvoir, Enchi, and Chang. The substantive content created deeper engagement than surface-level brand activations typically achieve. Shanghai represents the third iteration of Miu Miu Literary Club, following two Milan editions. The inaugural event in April 2024, titled “Writing Life,” focused on Italian feminist authors Sibilla Aleramo and Alba de Céspedes. The second edition in April 2025, “A Woman’s Education,” examined de Beauvoir and Enchi’s work. Shanghai adapted this same theme to the local context, adding Chang to the roster alongside de Beauvoir and Enchi, while maintaining the series’ focus on women’s literature and empowerment. Cultural programming The literary club fits within Miu Miu’s broader cultural programming. The brand has run Women’s Tales, a short-film commissioning platform for female directors since 2011, and regularly collaborates with female artists on runway presentations. These initiatives position Miu Miu as an active participant in cultural conversations around women’/s creative work, rather than simply a sponsor. The brand’s cultural investments have coincided with strong commercial performance. Miu Miu retail sales accounted for 32% of Prada Group’s total in the first nine months of fiscal 2025, up from 25% in the same period last year. The brand has posted growth for four consecutive years, making it a key driver of the group’s overall performance. Beyond products Miu Miu’s approach reflects broader shifts in luxury brand strategy. As product quality becomes table stakes across the premium market, brands increasingly compete on cultural positioning and values alignment. By anchoring itself in substantive cultural programming rather than purely aesthetic messaging, Miu Miu aims to build deeper connections with consumers beyond transactional purchase decisions. The Jing Take reports on a piece of the leading news and presents our editorial team’s analysis of the key implications for the luxury industry. In the recurring column, we analyze everything from product drops and mergers to heated debate sprouting on Chinese social media.

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Miu Miu invests in culture, reaps loyalty