Miu Miu

Miu Miu is a luxury fashion brand from Milan, Italy . It was founded in 1993 by fashion designer Miuccia Prada . It currently sells women's ready-to-wear, handbags, shoes, glasses, perfumes and accessories, with young women as its main customer group. Miu Miu's design team is based in Milan, Italy , and its office headquarters moved to Paris, France in 2015 .

· Brand History ·

Miuccia Prada is the third-generation heir to the Italian fashion brand Prada . In order to expand into new market areas, she founded the brand Miu Miu targeting young women in 1993. The first store opened on Via della Spiga, a famous shopping street in Milan .

"Miu Miu" is taken from the nickname of the founder Miuccia Prada . Different from the minimalist design of its sister brand Prada, the Miu Miu brand tends to be lively, colorful and avant-garde, and is committed to creating an anti-traditional and even rebellious female image, which is supported by young women.

In 1995, Miu Miu made its debut at New York Fashion Week, choosing British supermodel Kate Moss , who was only 21 years old at the time , as the main model, which attracted the attention of the fashion industry. Two years later, Miu Miu entered London Fashion Week, choosing American supermodel Angela Lindvall as the main model , further clarifying the brand image.

Miu Miu launched its menswear collection in 1999 and subsequently released two new collections each year until 2008 , when Miu Miu decided to focus on the women's market and stopped releasing its menswear collection .

Miu Miu's design headquarters is located in Via Bergamo , Milan, Italy, the same place as Prada's headquarters. The entire complex was started in 1996 and officially unveiled in 2000. It took four years to complete, covering an area of 10,000 square meters, and is divided into multiple functional areas such as offices, laboratories, and fashion shows.

It is worth noting that Miu Miu and Prada have independent design concepts . Miu Miu's design team deliberately stays away from traditional aesthetic images and tries to convey the essence of women in an independent and liberated state, sometimes showing innocent and simple temperaments, and sometimes using subversive colors to show the rebelliousness and charm of contemporary women. In order to separate from the Prada brand, Miu Miu has moved to Paris Fashion Week

since 2006 , competing with many French fashion brands on the same stage. At the same time, it has also cooperated with the international architectural firm AMO/OMA to create a show space designed specifically for the current season's fashion series.

Since 2011, Miu Miu has launched the "Women's Tales" series , inviting international contemporary female directors to shoot short films to interpret the Miu Miu spirit with their personal understanding of women. The films usually focus on a moment in daily life, revealing the emotional power contained in fashion. As a cooperative project with the Venice Film Festival, these films will be screened in the "Venice Days" section of the annual film festival.

After entering the Paris Fashion Week, Miu Miu's headquarters also moved to Paris, France in 2015 , officially marking Miu Miu's independence from the Prada brand. The company's sales, marketing and advertising departments were all moved to Paris, while the design team remained in Milan, Italy.

In addition to women's fashion, Miu Miu's products also include handbags, shoes, glasses, perfumes and accessories. Since 2003, the Prada Group has signed an agreement with Italian manufacturer Luxottica to launch eyewear series for the Prada and Miu Miu brands ; in 2015, the Prada Group cooperated with the French perfume company Coty and agreed that the other party would be responsible for the production and marketing of Miu Miu perfumes .

Miu Miu has launched a number of iconic handbags, including the Miu Lady series , Dahlia series , Coffer series , etc. The Miu Lady series was first released in the autumn and winter of 2016. The cover of the bag is decorated with hand-inlaid imitation crystals , presenting bright and gorgeous color combinations.

The most classic element of Miu Miu handbags is Matelassé leather . By definition, "Matelassé" is a weaving or sewing technique that essentially uses soft, fluffy non-padded fabrics to imitate padded quilted fabrics. Miu Miu's Matelassé leather is made of lambskin , which further highlights the soft texture.

· Chronology of major events ·