To develop at the same time a fashion more sassy and feminine at will, the fashion house Prada has opted for the creation of a subsidiary: Miu Miu. The name of this one is directly inspired by the first name of the daughter of Mario Prada, Miuccia. This is how was born Miu Miu, to the delight of all women.
Miuccia Prada at the Miu Miu show at Bryant Park in New York in 1993
© Rose Hartman / Getty Images
The young story of Miu Miu
The creation of Miu Miu will have been long in view of the seniority of its parent company, Prada. Indeed, the famous Italian fashion house was born in 1913. Gaining its recognition in the world of fashion while imposing its style, it is however necessary to wait for the arrival at the head of the company of Miuccia Prada, in 1978, for a new way of thinking about clothes and their materials. the girl Prada emits the idea of a less frozen fashion, exploring the notion of freedom. Miu Miu was born in 1993. Its name sounds obvious, with the desire to make it a boutique accessible to a new clientele, while offering an offbeat note. The recipe works from the first parades. Wanted eccentric and rebellious, fashion Miu Miu comes at the right time to allow a whole generation of women to identify with these colorful outfits while remaining very feminine. Miu Miu quickly found its audience. In 1994, the brand received the Best International Designer Award which supports the brand new recognition of Miu Miu among fashion designers. The brand’s clothes are therefore displayed in the pages of the biggest magazines. The international opening then began, with the appearance of stores all over the world. His first muse, Vanessa Paradis, will contribute to the rise of Miu Miu.
Miu Miu, fall-winter 2015-2016 collection
© Catwalking/Getty Images
The success of the Miu Miu concept
This eccentric, colorful and just plain cheerful fashion is easy to catch the eye. The brand’s prestigious muses also show it: the target customers for Miu Miu is broad and can be summed up as modern women. Age is not taken into account, this category only defines a new mentality for all those who like to feel good in their head and in their outfits. First divided between men’s and women’s collections, Miu Miu however made the choice, in 2008, to abandon its male branch. An initiative that allowed it, at the same time, to continue its development abroad. The brand has also diversified by developing a complete range of accessories consisting of bags and shoes.
© Courtesy of Levi’s x Miu Miu
If today Miu Miu has acquired a well-deserved reputation, it is also because it remains a brand anchored in its time, open to societal changes. In 2018, the Italian label launched a line of feminist t-shirts celebrating the emancipation of women. In 2019, concerned about animal welfare, Miu Miu renounces the use of fur for all of its collections. Finally, in 2020, in an ever more eco-responsible approach, the brand announces a collaboration with Levi’s 100% vintage and unveils an upcycled collection the same year. The capsule brings up to date 80 creations, dating from the 1930s to 1970s, carefully selected from second-hand shops and markets. A collection that testifies to the desire for Miu Miu to change the way it produces. Miuccia Prada explained on this subject that she did not want “not just making big statements, but gradually trying to improve”. The brand is also one of the signatories of the Fashion Pact (a coalition of fashion companies with three key goals: eliminating greenhouse gas emissions by 2050, reducing the use of single-use plastic by 2030, and supporting innovation to end the pollution of plastic microfibers) and became the first luxury company to sign an eco-responsible loan in 2019.
Alexa Chung in Miu Miu at the Spring / Summer 2020 show
© Sandra Semburg
A brand that breaks the codes
Miu Miu has thus, in a few years, perfectly known how to weave its destiny to become almost impossible to circumvent. Less strict and more wanton than that of her big sister Prada, the fashion Miu Miu is nonetheless elegant and easy to wear for all women who design their dress style far from the rigor of tailors and cold colors. The small subsidiary of Prada offers all the diversity to be displayed in every dressing room. Miu Miu is a fine example of success and daring in the often rigid world of fashion.
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Upcycled by Miu Miu: dive behind the scenes of a 100% vintage collection
Miuccia Prada in 12 memorable style moments
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