Fashion - October 6, 2020

Miu Miu SS 21

A unique fusion between the physical and digital experience, an unexpected and absolutely winning dialogue that characterized, among others, the Miu Miu SS 21 fashion show. The needs of a unique time of its kind are materialized in a digital sports hall that hosts the famous Miu Miu Club and among the virtual stands, the guests of a fashion show projected as in a zoom call on the big screen, filmed live while watching an incredible fashion show.

Created by AMO, the space that houses Miu Miu’s SS 21 collection, is an elliptical stadium in which the models are athletes who recite their movements as if they were in an arena but an observation arena. The white rubber walls of the stadium are interrupted by shocking pink squares, in which the communities of female spectators become representatives and ambassadors of a brand as well as of ethics. Their reactions are visible in real-time, interspersed with a series of technological animations that make a digital world real.

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Fusing physical experience with digital, the staging of the Miu Miu Spring/Summer 2021 show both addresses the unique demands of our time and the fundamental needs of the medium of the fashion show. The show decor, realised by AMO, is an elliptical stadium, referencing the worlds of sports: as athletes act out their movements for an audience, they transform these spaces not only into a palace of sports, but an arena of observation. This is inherently tied with the experience of the runway show: in both, a group of people commune to not only bear witness but, in their presence, play a part in a collective moment. Around the world, Miu Miu invites audiences of women to gather together to view the show – simultaneously connected, again witnesses of an event. Communities of women have always been integral to the spirit and identity of Miu Miu: their nurturing and support of one another, their pursuit of shared values and goals. This season, those communities of women are also intrinsic to the show itself. The spectators are integrated into the show: interrupting the stadium’s white rubber walls, three digital lounges of screens will display the observer to the observed. The digital audience’s reactions, visible within the space, replicates the dynamic of a physical audience, virtual exchange given a new power. Expanding on this idea, a series of tech activations around the show link the spheres of the virtual world with real-life – in collaboration with Instagram, Miu Miu launches an augmented reality filter that transforms any view into a virtual expression of the showspace. In its fusing of reality and virtual fantasy, it is a reflection of contemporary life. Soundtrack by @Frederic_Sanchez Tracks by @Automatic_Band #PFW

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On the catwalk are looks that mix the bon ton heritage of Miu Miu with a sporty spirit aimed at comfort. This is demonstrated above all by footwear: the iconic pumps are presented by reinterpreting soccer shoes, equipping them with rubberized laces and studs. To contrast them the mules, another must-have for next season, adorned with crystals and beads. The clothing is also made of unusual contrasts: there is no shortage of mini dresses with bows, nor hyper-feminine midi skirts combined with sweatshirts with zippers. The tops have a halter neckline and are made of colored metal mesh and combined with shimmering mini skirts. There is no shortage of technical garments such as tight tops and fitted midi skirts. The color palette is very wide and bright, playing with pink, orange, blue, and yellow, leaving aside black and brown. Last but not list the bags: mini Miu Belle in matelassé nappa complete the looks in a tireless rainbow of colors.

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