Miu Miu’s Retro 2025 Lunar New Year Campaign

Joanna Elizabeth

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Published January 21, 2025

Liu Haocun stars in Miu Miu's 2025 Lunar New Year campaign.
Liu Haocun stars in Miu Miu’s 2025 Lunar New Year campaign. Photo: Jack Webb / Miu Miu

Miu Miu captures the celebratory spirit of the Lunar New Year in its 2025 campaign, featuring Liu Haocun and Zhao Jinmai. Set in the nostalgic Yi Lau Yi, a bustling Cantonese tea house in Beijing, the campaign unfolds like a whimsical story.

Miu Miu Lunar New Year 2025 Campaign

Zhao Jinmai fronts the Miu Miu 2025 Lunar New Year campaign.
Zhao Jinmai fronts the Miu Miu 2025 Lunar New Year campaign. Photo: Jack Webb / Miu Miu

Against a backdrop of glowing string lights and retro interiors, the two stars explore festive tradition and contemporary style. The designs showcased range from classic tailoring to bold, playful accents, all lensed by Jack Webb.

Miu Miu spotlights eyewear in its 2025 Lunar New Year ad.
Miu Miu spotlights eyewear in its 2025 Lunar New Year ad. Photo: Jack Webb / Miu Miu

There is a rhinestone-embellished jacket paired with Miu Miu’s signature Matelassé leather bags in striking red. Meanwhile, minimalist pearl accessories stand out with soft gingham patterns styled by Lotta Volkova.

Miu Miu 2025 Lunar New Year campaign.
Miu Miu 2025 Lunar New Year campaign. Photo: Jack Webb / Miu Miu

Vibrant pops of red that symbolize luck and joy are woven into the collection, seen in oversized sweatshirts and detailed bag charms. With its dreamlike narrative, the campaign combines tradition and modernity, celebrating the Year of the Snake with a hint of fantasy.


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