Miu Miu is ushering in the Chinese New Year with the return of “The Encounter” campaign, which casts local talents both in front of and behind the camera for a dedicated short film.
This year’s campaign, to be released Friday, was directed by acclaimed Chinese filmmaker Gu You, photographed by Li Sihao, and is fronted by Miu Miu ambassadors Zhao Jinmai and Lexie Liu.
The campaign is set at the Gongwang Art Museum, a Brutalist landmark designed by Pritzker-winning architect Wang Shu on the outskirts of Hangzhou. Surrounded by rolling hills, winter mist and mysteriously scattered red spheres, the location becomes a liminal stage where the Miu Miu aesthetic takes shape, creating a dialogue between “reality and reverie, modernity and memory, functionality and grace,” according to the brand.
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The talents are seen moving through rooftops, staircases and open courtyards before encountering a white horse — a symbolic figure embodying independence, vitality and the spirited energy associated with the zodiac sign of the horse.
Styled by Lotta Volkova, the talents are seen in preppy pieces such as a “true red” blouson, gray hoodies, shrunken knits, and structured trousers while carrying popular bag styles including the Wander, Arcadie and Aventure in classic tones and special colors such as “CNY red.”
Footwear highlights include sturdy hobo boots, leather loafers and Plume sneakers in seasonal iterations decorated with lucky trinkets such as leather tassels, pom-poms and stylized flowers. The Chinese New Year lineup is completed by vintage-inspired eyewear, new logo hair accessories and the Miu Miu Miutine Eau de Parfum.
Beyond the campaign imagery, Miu Miu is extending the narrative into the physical realm.
From Jan. 23 to 25, the brand will take over Donghu Road in Shanghai, transforming the entire street with festive lighting and immersive activations across three venues — the Japanese restaurant Fufu, the French bistro Blaz and the café Sugar Plum.
A launch event will be held at Miu Miu’s Iapm store nearby, where Liu will be launching a new Chinese New Year-themed single titled “Chun.” The song will be released across major platforms, including Apple Music, Spotify, NetEase Cloud Music, TME’s ecosystem and Migu Music.