It's a Miu Miu World: a look into how the Prada subsidiary has mastered the art of brand activations & pop-ups
How the '90s brand, directed towards a youthful, fearless, and rebellious consumer, is standing out amongst the noise of branding in the 21st century.
For the 20-somethings who chase the high of wearing a cerulean, diamond-encrusted jacket on the streets of Manhattan or a vibrantly-patterned bikini in Saint Tropez, Miu Miu is for you. Miuccia Prada has described her eponymous line, Miu Miu, as her “playground.” The brand is a more accessible subsidiary to Prada and serves as an outlet for Miuccia to stay on top of the latest trends with innovative fabrics, youthful silhouettes, and an unconventional approach to the fashion for young women. The brand was deemed “fashion’s biggest success story” by The New York Times in 2024 and seems to remain on an upward trajectory, taking fashion by storm. One of the reasons I love Miu Miu, as an 18-year-old female living in NYC, are the brand’s activation and pop-up events. No longer earning the moniker of Prada’s little sister, Miu Miu has branched out to host some of the savviest events the industry has seen in a long time.
First up — the Miu Miu Cannes Summer Club (2023). Hosted by Cara Delevingne, the private fete hosted during the 77th Cannes festival featured a luncheon, branded decor and gifting, and beachside leisure activities, while attendees admired the beautiful atmosphere of the city’s Plage L'Ecrin location. Sunset cocktails were sipped in the vintage-inspired cabanas while guests enjoyed house music, and bocce balls cascaded through the sandy strips next to the glistening Mediterranean Sea.
Shortly after the Cannes Summer Club, Miu Miu hosted a similar star-studded, private event in Malibu, CA also titled the Miu Miu Malibu Summer Club (2023). Hosted on the iconic Malibu Pier at sunset, celebrities, influencers, and tastemakers alike donned Miu Miu micro minis while they enjoyed oysters, cocktails, and a picturesque atmosphere unlike anything the Malibu Pier has ever looked like. I guess my invite got lost in the mail…
I’d be remiss to not discuss possibly the best activation event: the Miu Miu Tennis Club (2022), hosted during the July US Open. A star-studded guest list included Alex Cooper, Emily DiDonato, Ella Emhoff, and other 21st-century “it girls” — all wearing Miu Miu branded micro-mini skirts. Guests volleyed tennis balls on the courts, and with drinks flowing, listened to a live DJ (model Mona Matsuoka) and enjoyed passed apps of lobster rolls and strawberry salads. The West Side Tennis club in Forest Hills, Queens, was the perfect historical location for 100+ friends of the house to gather together in the 90-degree heat in the name of fashion. The brand also hosted a Tennis Club in Saint Tropez (some photos below are from this event), but the New York event is more iconic (IMO).
Finally, we conclude by talking about fashion with a purpose. The Miu Miu Summer Reads (2024) initiative aimed to promote literature and the arts, encourage reading & a broadened sense of global culture. Visitors of the pop-up (hosted in key cities around the world: Milan, Paris, London, New York, Shanghai, and Tokyo) were gifted gifted copies of two out of three classic works. “Forbidden Notebook” by Alba de Céspedes; “A Woman” by Sibilla Aleramo; Jane Austen’s “Persuasion.” According to Miuccia Prada through WWD, “Summer Reads is in sync with Miuccia Prada’s wish to create a space for ideas and conversation around emancipation and women’s empowerment with the Miu Miu brand — in addition to directional and innovative collections.” And BTW - this event was so popular, the two gifted books (wrapped in Miu Miu packaging, of course), are selling on eBay for $70-100 on average. Well played, Miu Miu.
xx Audrey
@xoxoposhipgirl