Zhao Jinmai brings Miu Miu’s iconic bags to life, deepening the brand’s ‘emotional moat’

On April 8, Miu Miu unveiled its latest leather goods campaign, with actress Zhao Jinmai as the face of the collection. The release quickly captured widespread attention. The campaign was shaped under the creative vision of Miuccia Prada, shot by legendary photographer Steven Meisel, styled by Lotta Volkova, and art directed by Edward Quarmby. The spotlight falls on Miu Miu’s signature matelassé handbags — the Wander and Arcadie. Set within a bourgeois-style residence, Zhao gently leads the story as it gradually unfolds. The space is reimagined and infused with new life, becoming a source of vitality and creativity. Her sharp, cropped haircut frames her features with striking clarity, allowing her to move effortlessly between different looks and embody the many facets of the Miu Miu girl: at times defined by a boyish sense of ease and quiet defiance, at others revealing a playful, youthful spirit. Bold, vividly colored doorframes create a dramatic contrast against the vintage interior, as saturated tones of red, green, and blue inject tension and energy into the stillness of the setting, reflecting her unconventional sense of style. Whether in the crisp pairing of a cropped knit top with a low-rise skirt, or the soft layers subtly revealed beneath an oversized tailored jacket, each look conveys a delicate balance between youthfulness and rebellion through her interpretation. Within this living, breathing backdrop, Miu Miu’s signature handbags — the Arcadie and Wander — take on a new vitality. Matelassé leather in vibrant, high-saturation tones and subtle, timeless neutrals captures the brand’s playful elegance, and through Zhao’s performance, each bag seems animated, reflecting youthfulness, poise, and self-assurance. Every grip, every motion transforms these classics, making them feel alive in both form and spirit. Zhao’s journey with Miu Miu began in 2020, initially through brand events. In 2023, she became the brand’s ambassador, the first Chinese actress of her generation with global reach. Today, she remains a key face, having participated in consecutive New Year campaigns — her enduring presence reflecting not just the brand’s vision, but also her own growth as an artist. Her evolution as an actor — from The Wandering Earth (流浪地球) to Reset (开端) and the Growing Pain series (少年派) — mirrors her development in fashion. She has graced numerous magazine covers, and her ongoing collaboration with Miu Miu positions her as a conduit for multifaceted female representation, bridging her on-screen accomplishments with her role as a style icon. As Zhao matures on screen and in style, so does Miu Miu. Her playful independence and youthful poise echo the brand’s fearless creativity and commitment to diverse portrayals of women. Zhao’s presence in the campaign embodies this spirit — she is not just a face, but a living expression of the brand’s energy and vision. Prada Group’s 2025 financial report reflects this momentum: retail sales reached 5.102 billion euros, up 9.3% YoY, with Miu Miu’s revenue soaring 34.8%. In this context, their renewed collaboration feels both natural and strategic. Zhao brings influence, emotional depth, and cultural resonance, strengthening Miu Miu’s footprint in China while nurturing long-term growth, consumer engagement, and enduring brand loyalty.

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Zhao Jinmai brings Miu Miu’s iconic bags to life, deepening the brand’s ‘emotional moat’