Brand story: Miu Miu

One of the most influential designers of her time, Miuccia Prada was well respected within the fashion industry and known for her modern, minimalist and ultra sophisticated aesthetic. When she launched Miu Miu in 1993, Miuccia gave the brand a name that would always be synonymous with her - Miu Miu being the nickname given to her by her family. It’s collections are more youthful and flamboyant than Prada, inspired by Miuccia’s colourful past and some of the people she met along the way. Success was imminent and as early as 1994, barely one year after launching the brand, she won Best Designer at the prestigious CFDA Awards, receiving instant recognition for her original use of both colours and materials.

One of Miu Miu’s greatest strengths lies in communication. From the very first advertising campaign for the A/W 1994 collection,it was dreamlike and cinematic in the portrayal of femininity and the modern woman. This vision was represented by the likes of Audrey Marnay, Chloë Sevigny, Kim Basinger and Vanessa Paradis and aptured by photographers such as Corinne Day, Ellen Von Unwerth, Juergen Teller and Glen Luchford. Icons of the brand also included Drew Barrymore and Lindsay Lohan, both known for the eccentricity.

Miu Miu looks to speak to all women. Every year since 2011, Miu Miu has screened Women’s Tales, a series of short films portraying different elements of a woman’s life, all conceived by pioneering directors such as Zoe Cassavettes, Chloë Sevigny and Agnès Varda. Each film serves in its own way to continually build all that the brand stands for and how it represents the modern woman.

Even before the growth in accessories or the "it bag" came along, Miuccia Prada was focusing her energy into ensuring her collections of shoes and bags were well-made and on-trend. She developed key pieces that continue to be immediately recognisable as being from Miu Miu’s collection. The brand has gained a diverse clientèle, ranging from all different ages and both men and women.

Updating Mary Janes with pastel patent leather and glitter, and creating fringed brogues in bold and bright colours are just a couple of ways in which Miuccia created a name for herself within the accessories market. Most recently, ballet pumps were given a punk-inspired makeover and pool slides were embellished with pearls and fur. Miu Mega, the quilted zigzag handbag, quickly became one of the brand’s best-sellers and as for the sunglasses; the retro-inspired designs combined with contemporary shapes and colours will most certainly be forever fashion-forward.