The Miu Miu Holiday 2024 [IG] campaign is inspired by antiquarian festive portrait postcards in images styled by Lotta Volkova with a focus on Miu Miu’s Arcadie bag. Edward Quarmby provided creative direction on the campaign photographed by Lengua [IG].

Miu Miu ambassador, actor Emma Corrin takes center stage in the campaign that is running concurrently with a new Miu Miu Upcycled collection. AOC is separating the two campaigns.

Miu Miu reclaimed its position as the world’s hottest brand, according to the Q3 2024 Lyst Index. Searches for Miu Miu rose 30% over Q2 and the Arcadie bag was the quarter’s fourth hottest product, rolling into the holidays.

Prada Group continues its search for a new CEO to replace Benedetta Petruzzo, who clocked a 58 percent revenue growth at Miu Miu in 2023. Petruzzo is assuming new duties at LVMH as the Managing Director at Christian Dior Couture.

Earlier in 2024, Prada and L’Oreal signed a long-term license agreement to create a Miu Miu beauty and fragrance collection. L’Oreal has been the partner in Prada beauty since 2019 and expects to launch the first Miu Miu fragrance in 2025.