One may inevitably link Miu Miu with Prada. After all, its founder Miuccia has a legendary fashion figure in a grandfather, and she herself continues to be the head of design for the Italian luxury house. Despite getting deserving accolades on her own, it would be hard to shake off the Prada name. And yet, her own line Miu Miu is taking the right direction shedding off its reputation as a younger sister for the bigger Prada label. Its latest campaign, Other Conversations, proves that more than ever.
Miuccia Prada has tapped on the talents of Steve Mackey, Douglas Hart and Jeanette Lee to bring to life, in film format at least, the blossoming of her label through Other Conversations. The project, which is considered a continuation of what we have seen in the brand’s Fall runway, will come in 15 short videos as well as photographs. Instead of just focusing on fashion, the campaign brings it together with other forms such as art and music, while showcasing a group of women designated to embody Miu Miu’s vision.
Channeling Warhol
The trio of Mackey, Hart and Lee, all of which had their own experience in music, collectively call themselves Call This Number. The group operates in Central London where they revel in analog technology, which is also evident in the campaign they put together for Miu Miu. The video running a minute and a half, which is the second installment of 15, is reeking of influences from Warhol, bringing back to mind the series of screen tests the artist did back in the 1960s, although Call This Number’s version comes in color. It is even filmed through a Sony Portapak, a vintage piece of equipment that the Warhol used to explore the medium of video.
The stars of Miu Miu’s screen tests—Aboah sisters Adwoa and Kesewa, Zoe Thaets, Ariel Nicholson, Georgia May Jagger, Harriet Varney as well as actresses Elle Fanning, Gwendoline Christie, Rowan Blanchard and Raffey Cassidy—look nonchalantly on or away from the camera, while an equally unconcerned voice talking through the phone accompanies the ominous soundtrack. The girls are styled by Katie Grand, who also happens to be Mackey’s spouse. The color palette is set to complement the feelings exhibited by the models’ faces: moody and indifferent. The resulting impression is of Miu Miu growing up, having the protective skin not to give a damn and a rebellious spirit, with a fashion sense that doubles as armor, because the gang (and the label) is not to be messed with.
Image credit: Miu Miu
