Named after Ms. Miuccia Prada, Miu Miu was created in 1993 as a clothes and accessories brand with an autonomous identity from Prada and has since evolved into one of the leading high fashion brands in the world.
This range targets a younger audience with its artistic designs and attractive price tags. The Miu Miu line highlights a simplistic haute couture appearance, evoking a bohemian style on the whole. In their advertising campaigns, Miu Miu portrays ethereal models in ‘home photo’ poses. The entire range on Miu Miu’s clothing line is often very simplistic, and induces an incessant image of sophisticated vintage items.
Miu Miu is characterized by its avant-garde, sensual and provocative style, which seeks to evoke a luxurious sense of freedom and intimacy with attention to detail and high quality. Miu Miu targets women driven by a modern spirit of exploration and experimentation in their fashion choices.
Since 2005, the Prada Group enhanced Miu Miu brand’s independent identity. Miu Miu’s store concept was dramatically autonomous with a stronger contrast between classic materials and futuristic elements to reinforce a consistent spirit of Miu Miu’s modern luxury and sensual style. They moved Miu Miu’s commercial headquarters into an historic building in Milan separate from Prada’s offices, and also moved Miu Miu’s fashion shows from Milan to Paris, which they believe align better with Miu Miu’s brand. The men’s collection was eliminated from the brand to focus on developing Miu Miu’s unique image, and they began to expand Miu Miu’s DOS network at a faster rate than their other brands. The group believes it successfully re-positioned Miu Miu as a prominent brand.
Miu Miu is part of Prada Group- one of the world’s leaders in the design, production and distribution of luxury handbags, leather goods, footwear, ready-to-wear apparel, accessories, eyewear and fragrances. The Group owns some of the most prestigious international brands: Prada, Miu Miu, Car Shoe and Church’s.