Get ready to be captivated by Miu Miu's bold and imaginative celebration of the Chinese New Year, as the luxury brand transforms Hangzhou into a Brutalist dreamscape that blurs the lines between reality and fantasy. But here's where it gets even more intriguing: this isn't just a fashion campaign—it's a cultural phenomenon that challenges our perceptions of tradition and modernity.
Miu Miu is kicking off the Year of the Horse with the highly anticipated return of its The Encounter campaign, a project that not only showcases local talent in front of the camera but also behind it. Directed by the renowned Chinese filmmaker Gu You and photographed by Li Sihao, this year’s installment features Miu Miu ambassadors Zhao Jinmai and Lexie Liu, who bring their unique charm and energy to the screen. The short film is set to debut this Friday, promising a visual feast that’s as thought-provoking as it is stunning.
And this is the part most people miss: the campaign’s backdrop is the Gongwang Art Museum, a Brutalist architectural marvel designed by Pritzker Prize-winning architect Wang Shu. Nestled on the outskirts of Hangzhou, the museum is surrounded by rolling hills, winter mist, and enigmatic red spheres, creating a liminal space where Miu Miu’s aesthetic comes alive. According to the brand, this setting fosters a dialogue between reality and reverie, modernity and memory, functionality and grace—a concept that’s both profound and open to interpretation. Is this fusion of contrasting elements a harmonious blend or a clash of worlds? We’ll let you decide.
In the film, the talents navigate rooftops, staircases, and open courtyards, culminating in a symbolic encounter with a white horse—a powerful representation of independence, vitality, and the spirited energy of the zodiac sign. Styled by Lotta Volkova, the cast dons preppy yet edgy pieces, including a true red blouson, gray hoodies, shrunken knits, and structured trousers. Accessories steal the show with popular bag styles like the Wander, Arcadie, and Aventure, available in classic tones and special CNY red. Footwear ranges from sturdy hobo boots to leather loafers and Plume sneakers, adorned with lucky trinkets such as leather tassels, pom-poms, and stylized flowers. The collection is rounded out by vintage-inspired eyewear, new logo hair accessories, and the Miu Miu Miutine Eau de Parfum.
But Miu Miu isn’t stopping at the screen—they’re bringing this narrative to life in the physical world. From January 23 to 25, the brand will transform Donghu Road in Shanghai into a festive wonderland, with immersive activations across three venues: the Japanese restaurant Fufu, the French bistro Blaz, and the café Sugar Plum. Each location will be decked out in celebratory lighting, offering an experience that’s as much about community as it is about fashion. A launch event at Miu Miu’s Iapm store will feature Lexie Liu debuting her new Chinese New Year-themed single, Chun, which will be released on major platforms like Apple Music, Spotify, and NetEase Cloud Music.
Is Miu Miu’s fusion of Brutalist architecture, traditional symbolism, and modern fashion a genius cultural statement or a risky experiment? Let us know your thoughts in the comments. One thing’s for sure: this campaign is more than just a celebration—it’s a conversation starter that challenges us to rethink the boundaries of art, tradition, and style.
