Gigi Hadid Stars in a New Miu Miu Campaign Inspired by Yevonde
Gigi Hadid is the face of Steven Miesel's latest Miu Miu campaign, inspired by Yevonde's photographic practices
Miu Miu returns to work with Steven Meisel for its Arcadie and Wander bag campaign together with the top model Gigi Hadid; the campaign is a celebration of matelassé workmanship with a photographic orientation inspired by the stylized work of British photographer Yevonde.
In addition to being a feminist and a suffragette, Yevonde is a spokesperson for freedom and independence, as she opened her own practice at just 21 years old at a time when female professions were limited; if they were allowed at all. The artist used to write her works using only her first name, claiming her individual authorship and her identity as a woman.
Yevonde's work from the 1930s was revolutionary in its use of colour, resulting in surreally perfect compositions of models and high society elites within utopian and unreal scenarios. In the new Miu Miu campaign, we find the same atmosphere with pastel colour references and plastic poses that dynamically evoke the works of the British photographer and the current spirit told by Miuccia Prada with the Spring/Summer 2024 collection.
The new colours also catch the eye of the Arcadie and Wander bags, where orange and sun yellow are also added to the caramel and cognac shades. Steven Meisel's study of images also emerges from the photographic composition, with fallen petals, hands in studied poses, bags embraced, cradled and worn.
