Author: Camilla Friso
Miu Miu’s Fall/Winter 2025 campaign is not for the faint of heart. Titled Femininities, this latest visual bombshell from the house explodes the very idea of what it means to be feminine in today’s world. Directed by avant-garde filmmaker and artist Lengua, and styled by fashion renegade Lotta Volkova, the campaign refuses to whisper. It roars.
Set against mesmerizing moiré silk backdrops in shades of pink, midnight blue, taupe, and acidic yellow, each scene drips with tension and texture. The cast? A glorious collision of archetypes: Kylie Jenner (yes, that Kylie—deliberately provocative), indie singer Towa Bird, actress Lou Doillon, Myha’la Herrold, Ukrainian model Yura Romaniuk, rapper Cortiza Star, and Japanese actress Rila Fukushima. This is not just diversity—it’s dimensionality. Every woman here brings her own story, her own rules. Miu Miu doesn’t flatten them into a brand mold; it lets them clash and coexist.
And that’s exactly the point.
“Femininity” isn’t served here in pastel platitudes. It’s armored in satin, conflicted in tailoring, tender in sheer knit. Bullet bras peek through Lurex knits. Brooches adorn menswear. Schoolgirl socks are paired with cloche hats and sensual slips. It’s a wardrobe of contradictions—and it works like a manifesto.
What does it say? That femininity isn’t one look. It’s a spectrum. A power. A performance. A rebellion. Miuccia Prada has always played in this arena, but this campaign turns the volume up to 100. Gone is the idea that femininity is about fragility. Here, it’s a weapon. Softness is strategy. Nostalgia becomes modern armor.
Of course, casting Kylie Jenner was no accident—it’s a provocation. Miu Miu knows its audience. It knows its critics. And it’s leaning into both. Jenner’s presence sparks the question: who gets to represent femininity in 2025? And the answer is: everyone. Whether you’re a reality heiress or a nonbinary rapper, a vintage queen or a Gen Z fashion anarchist, you belong here. That inclusivity isn’t performative—it’s the whole damn point.
The campaign lives in transition. It’s never static. These women are captured in doorways, thresholds, in-between moments. They inhabit liminal spaces—symbolic of how femininity today is constantly in motion, constantly evolving. It’s not a place, it’s a passage.
Even the soundscape for the campaign (yes, there’s a synth-laced soundtrack) echoes this ethos. Think 1980s analog distortion—vintage meets future, comfort meets chaos. It’s the sonic version of silk clashing with wool, lace paired with leather.
Financially? It’s a storm success. Miu Miu saw a jaw-dropping 93% growth in 2024, skyrocketing to nearly €1.2 billion in revenue. The Lyst Index ranked it #2 globally in Q1 2025. Why? Because it sells more than clothes—it sells identity. Complexity. Power. The right to be many things at once.
Let’s be clear: this isn’t a campaign made to please. It’s made to provoke, to push. Femininities doesn’t try to define womanhood. It expands it—blows it wide open. With every brooch, every bullet bra, every clash of color and code, Miu Miu tells you: femininity is yours to define. No rules. No apologies.
So here’s the takeaway: if you’re looking for clean, simple fashion statements—look elsewhere. If you’re ready to own your contradictions, wear your complexity like a badge, and turn your closet into a conversation—welcome to the new Miu Miu era.
Femininity isn’t back. It never left. It just changed outfits.
