Miu Miu Girls
Why change when it's not broken?
Miu Miu has turned once again to friends of the house Emma Corrin and Sydney Sweeney for its fall 2022 campaign.
Titled "Character Study," the images were lensed by Tyrone Lebon and styled by Lotta
Volkova.
Corrin, the actress and producer know for playing
Lady Diana Spencer in the
Netflix series "The Crown," first appeared in Miu Miu's 2020 holiday campaign and more recently for its 2021 spring images.
Sweeney, the "Euphoria" star who plays Cassie, already collaborated with the label designed by Miuccia Prada for its first handbag advertisement unveiled in May.
However, a new cast also is joining the fall campaign, including model, actress, activist and advocate for women's rights Emily Ratajkowski; Demi Singleton, who recently starred as a young Serena Williams in the Oscar-nominated movie
"King Richard," and models Maty Drazek, Amber Later and Jade Rabarivelo.
The campaign is intended to convey a positive message of women empowerment, despite their differences, all sharing strength, passion and drive — core Miu Miu values.
In May, talking about the bag campaign fronted by Sweeney, Miu Miu's chief executive officer Benedetta Peruzzo said: “We are very strong with Gen Z and Millennials, and this allows us to show that we are a relevant brand because those are the consumers of the future. We want to be a brand that is balanced two women based on the Proust questionnaire. A teaser unveiled Monday shows Cavazza Facchini and Rodriguez being asked:
“What is Genny for you?” and “What's fashion for you?”
Rodriguez is not new to the fashion scene. For instance, she met Ronaldo, who would soon become her partner, while working as a sales associate in Madrid and became a soughtafter social media personality thereafter, gaining contracts with the likes of innerwear brand Yamamay and jeweler Chopard, among others.
Genny's move is expected to spur buzz and visibility. Data firm Launchmetrics estimated that the Yamamay campaign debuted in 2019 and fronted by the Spanish model generated
5.4 million euros in MIV, or media impact value, over 12 months.
Last January, Netflix debuted a mini-series titled “Soy Georgina,” or “I Am Georgina” in English, comprising six episodes that spotlights her lifestyle, personal history and rise to fame.
— MARTINO CARRERA