Yahoo Finance Gigi Hadid Channels 1930s Beauty in Miu Miu’s 2024 Bag Campaign Inspired by Yevonde’s Timeless Photography
Gigi Hadid has reunited with Miu Miu for the Italian fashion brand‘s 2024 bag campaign. Images feature the model embracing a 1930s style with a soft color palette and surrealist aesthetic, celebrating the quintessential matelassé bag look — the matelassé features a unique style of craftsmanship, where panels are doubled with wadding and elastic cloth, and then quilted.
The campaign highlights the Wander and Arcadie bags, with Hadid modeling alongside the iconic purses. Photographed by Steven Meisel, the images are evocative of pioneering photographer Yevonde, whose groundbreaking work is noted for its use of delicate colors, surreal arrangements and use of drapery and foliage in portraiture. The visuals pay homage with the use of saturated hues and delicate pastels.
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The bags, cradled and delicately held by Hadid, are the centerpiece of the campaign. The Arcadie and Wander bags fuse classic caramel and cognac hues with bright orange and soleil, popping in the images. Under the creative direction of Edward Quarmby, the campaign takes inspiration from the past while embracing the future.
Hadid has modeled for Miu Miu in the past. Last year’s 2023 campaign took inspiration from another trailblazing artist. Margaret Keane, known for her paintings of women, children and animals, often referred to as “big-eyed waifs,” was the source of Meisel’s approach to the 2023 campaign photos.
Last year, Hadid commented on Miu Miu’s head Miuccia Prada, calling her “one of the most inspiring and iconic women in the world — because she explores all of her loves and interests to their fullest potential.” The model also said, “It is an honor to see her work, work with her and to experience someone full of knowledge and powerful yet still down-to-earth and kind. She does so much to create spaces to celebrate others. I think of the Miu Miu woman as someone who has similar qualities to Miuccia…playful but calm, classic but cool, in-charge but grounded.”
Miu Miu has risen in popularity over the years. Stars like Sydney Sweeney have recently worn designs from the Italian fashion brand.
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