Fashion brand Miu Miu embraces Lunar New Year 2025 with a campaign that merges cinematic storytelling and dynamic fashion. Titled The Encounter (如期而遇), the highlight is a short film directed by Shujun Wei, a rising star in Chinese cinema. The film stars Liu Haocun and Zhao Jinmai, Miu Miu’s brand ambassadors, who embody the celebration’s playful yet reflective mood. Set within the lively Yi Lau Yi tea house in Beijing, the narrative takes viewers on a surreal journey, blending reality and fantasy in a uniquely festive atmosphere.
Directed with a distinct artistic vision, The Encounter transforms an ordinary dining scene into an otherworldly spectacle. As the bustling tea house empties, Liu and Zhao revel in the silence, discovering the space anew. The actors’ joyful exploration and spontaneous dance highlight the film’s dreamlike tone, evoking themes of renewal and connection that resonate deeply with the Lunar New Year. Wei’s approach to storytelling is both whimsical and intimate, capturing the spirit of this cherished holiday.
Miu Miu’s Lunar New Year collection offers a playful yet refined blend of styles, reflecting the celebratory nature of the season. Oversized sweaters and blouson jackets convey a cozy aesthetic, while preppy tweeds and jewel-encrusted denim infuse sophistication. Aged leather and cotton poplin shirts add versatility, paired perfectly with shorts or structured outerwear. For accessories, Miu Miu introduces exclusive versions of its Penny, Wander, and Arcadie bags, alongside rose-tinted eyewear and crochet-knit serpent charms, which nod to the Year of the Snake.
The collection’s footwear showcases Miu Miu’s signature ballerinas, loafers, and strappy kitten heels. The Plume and New Balance X Miu Miu sneakers bridge the gap between luxury and functionality, while logoed zip-front hoodies and T-shirts in auspicious red provide a casual yet symbolic touch. For added personalization, select boutiques offer Chinese knot bag charms, each uniquely crafted to celebrate the holiday’s rich traditions.
This collaboration marks Shujun Wei’s debut with Miu Miu, blending his cinematic finesse with the brand’s innovative vision. Wei, known for his acclaimed films like On the Border and Ripples of Life, brings a unique perspective to the project. Wei’s creative input, coupled with Jack Webb’s photography and Lotta Volkova’s eclectic styling, results in a campaign that’s visually arresting and culturally resonant.
Miu Miu’s Lunar New Year collection will be available globally from mid-January 2025. Select items, such as the personalized Chinese knots and crochet charms, will be exclusive to flagship stores in major cities, including Beijing, Shanghai, and Hong Kong. This limited release ensures each piece feels as special as the holiday it commemorates.
