A gathering in an Elizabethan manor becomes the stage for satin, sequin and youthful impulse amid ancient stones.

When Miu Miu unveils a holiday campaign, it is rarely about sparkle alone. Instead it becomes a tableau of contrasts, a whisper of memory enveloped in style and attitude. The 2025 holiday campaign captures this spirit with arresting clarity. Shot by photographer Angela Hill and styled by Lotta Volkova, it brings together models Gigi Hadid, Dede Mansro, Viola Sharp and Ju Xiaowen at a sprawling Elizabethan manor in the English countryside, a setting both majestic and ruinous, alive and haunted.

From the first frames the visual language is unmistakable. The girls move through corridors lined with ancient brick, across halls where stone has worn and fractured, beside a monumental fireplace that anchors the space. They wear dresses in duchesse satin, knits embroidered with sequins, shearling patch-works and satin bias-cuts. They stand against the backdrop of decay and grandeur, confident and unguarded, the luxury of Miu Miu alive in their gestures and gaze.

Miuccia Prada’s creative direction for the campaign plays with tension, between youth and history, lightness and weight, garment and architecture. The campaign’s medium is itself part of the story: captured on Super 8 film and photographed on analogue, the results are tactile, grainy, and textured. The dresses we see carry movement, folds, wrinkles; the manor carries marks, age, stories. Together they evoke memory and momentum.

The Cast and the Setting

Gigi Hadid arrives in satin bloomers layered under a fur coat, knee-high socks and loafers; the look brims with playful irreverence. Dede Mansro, Viola Sharp and Ju Xiaowen bring their own voices, elegant, mischievous, grounded. They might be guests or intruders, visitors or spirits; they might be dancing, roaming or simply observing. The manor is both theatre and playground.

In this house the walls speak. Cracked stone, moss-lined arches, the hush of long hallways, these are not mere backdrops. They are characters in the story of time passing and style enduring. The models’ attire reflects that interplay. Crumpled satin, sequins, glowing leather, pointed pumps, ultra-flat sneakers, each piece has its youth, its shimmer, its potential for surprise.

Style as Story

The collection foregrounds certain key pieces. Satin dresses appear in soft tones of silver, blush, charcoal; knits gleam with glass beads and sequins; shearling mixes with lace; leather boots rise to the knee in understated black or seasonal red. Signature bags return: the Wander, the Arcadie, the Pocket, the Beau, the Solitaire and the recognised Miu Miu backpack now rendered in holiday red. Footwear ranges from moccasins and loafers to pointed-toe grosgrain pumps, giving the look variation and texture.

What distinguishes the collection is the sense of ease and attitude. These are not formal looks for the sake of formality. They are garments that move, wrinkle, glint, echo their surroundings. The satin may glimmer but it is crumpled; the sequins may catch the light but they are layered over vintage textures; the setting is opulent yet weathered. Miu Miu asks us to imagine a festive evening that is not perfect but beautifully lived.

Light, Movement and Memory

The castle-like manor and the Super 8 film aesthetic work in tandem. The graininess of footage, the flicker of light, the sense of atmospheric dusk, they ground the glamour in reality. The girls do not pose in isolation; they wander, they interact, they inhabit the house. The film format gives emotional weight, a reflection of memories, gatherings long past, youthful energy present now.

The winter setting feels atmospheric rather than seasonal. Snow is absent; instead we feel shadow, stone, soft light, the hush of something timeless. The contrast between the models’ brightness and the manor’s weight is central. The architecture is heavy with history, the garments light with promise. Miu Miu establishes itself here as brand and storyteller, using style to articulate contrast, to render glamour as both surface and experience.

Matter, Texture and Tone

Details matter intensely. Satin folds that catch the light just so. Shearling patches that nod to winter comfort. Sequins that glint like stars in the dusk. Leather boots polished but scuffed. The setting offers materials of its own: stone that has weathered centuries; wood that has patience; fireplaces that have housed gatherings long ago. Style and setting meet in a continuum of craft.

In colour, the palette is discreet yet rich. Soft silver, warm blush, deep navy, charcoal, holiday red accents. The bags and shoes provide pops of tone, the backpack in red, plush accessories in deeper hues. The materials chosen feel considered: duchesse satin, shearling, leather, knit with beadwork, stretch georgette. The interplay of these speaks to Miu Miu’s speciality, garments that feel alive, tactile, intimate.

The Feel of the Campaign

There is a looseness to the mood that matters. The girls are not rigid. They move through the house as if they have known it for years, as if its walls have welcomed them before. Their gestures are casual yet composed. They wear their coats draped off one shoulder; they leave their shoes on the floor; they lean into fireplaces. The holiday has subtext, not one of perfection but of authenticity.

This is a holiday campaign that recalls the romance of yesteryear yet embraces the energy of now. The manor becomes a memory house; the film becomes a record of gathering. The fashion becomes part of the story, not simply decoration. The underlying theme may be festive, but the execution is artful, reflective and edge-aware.

Brand Identity and Moment

Miu Miu has always trafficked in the interplay of youthful irreverence and couture precision. Under the couture house umbrella of Miuccia Prada, it allows the younger voice of luxury to emerge. The holiday campaign continues this. The choice of location, medium, cast and styling all reflect the brand’s lineage of mood and meaning. In a season often saturated with sparkle and spectacle, Miu Miu opts for layering, nuance and texture.

By situating glamour in decay, shine in shadow, youth in history, the campaign positions itself as something more than seasonal. It is a vision, a moment, a narrative of significance. The viewer is invited into silence as much as show. The luxury feels real, worn, touched, lived.

What the Season Means Now

Holiday collections often lean into extraverted splendour. Miu Miu’s approach offers another version: one where celebration and reflection coexist. The models are dressed for festivity but they inhabit a space that makes them look inward as much as outward. It is fitting for a moment when luxury is less about spectacle, more about personal resonance.

In this sense the campaign also appears timely. The world moves forward; traditions shift; gatherings shrink; memory becomes more precious. To wear satin and sequins is to honour the moment; to stand in an ancient manor is to remind oneself that celebration has history and weight. Miu Miu’s vision captures that duality.

The Invitation to Experience

When consumers see this campaign they do not just see clothes. They see stories. They see place, texture, gesture, legacy. The collection’s pieces, bags, shoes, dresses, become tangible elements of that world. The Wander tote in holiday red becomes a shot across that manor’s great hall. The knee-high boots become part of the exploration of corridors. The sequinned knit becomes catch-light in stone shadow.

This is the strength of a campaign done with intention. It is not an advertisement in the conventional sense; it is a vignette, a world in motion, an invitation to belong. The garments are the entry point; the mood is the constant.

The Legacy of this Edition

The 2025 holiday campaign anchors itself in memory and forward motion. Miu Miu has once again shown that luxury need not be loud. It can be tactile, quiet, full of story. In surveying the pieces and the visuals one finds continuity with the brand’s heritage and confidence in its future. The manor’s stones will remain; the film frames will fade; the clothes will move on to new lives. But the story lingers, as a season captured, as glamour made meaningful and as youth meeting history.

In the final image a group of girls stands by the fireplace, bags in hand, boots on the hearth, laughter in the air. The snow may be absent but the season’s glow is present. The manor around them breathes. The satin gleams. The memory begins. And for Miu Miu the holiday is lived, not staged.

Written by: Linh Giang Nguyen
Published on: 21th November 2025