Miu Miu is ushering in the Chinese New Year with the return of “The Encounter” campaign, which casts local talents both in front of and behind the camera for a dedicated short film. This year’s campaign, to be released Friday, was directed by acclaimed Chinese filmmaker Gu You, photographed by Li Sihao, and is fronted by Miu Miu ambassadors Zhao Jinmai and Lexie Liu.
The campaign is set at the Gongwang Art Museum, a Brutalist landmark designed by Pritzker-winning architect Wang Shu on the outskirts of Hangzhou. Surrounded by rolling hills, winter mist and mysteriously scattered red spheres, the location becomes a liminal stage where the Miu Miu aesthetic takes shape, creating a dialogue between “reality and reverie, modernity and memory, functionality and grace,” according to the brand. The talents are seen moving through rooftops, staircases and open courtyards before encountering a white horse — a symbolic figure embodying independence, vitality and the spirited energy associated with the zodiac sign of the horse.
Styled by Lotta Volkova, the talents are seen in preppy pieces such as a “true red” blouson, gray hoodies, shrunken knits, and structured trousers while carrying popular bag styles including the Wander, Arcadie and Aventure in classic tones and special colors such as “CNY red.” Footwear highlights include sturdy hobo boots, leather loafers and Plume sneakers in seasonal iterations decorated with lucky trinkets such as leather tassels, pom-poms and stylized flowers. The Chinese New Year lineup is completed by vintage-inspired eyewear, new logo hair accessories and the Miu Miu Miutine Eau de Parfum.
Beyond the campaign imagery, Miu Miu is extending the narrative into the physical realm. From Jan. 23 to 25, the brand will take over Donghu Road in Shanghai, transforming the entire street with festive lighting and immersive activations across three venues — the Japanese restaurant Fufu, the French bistro Blaz and the café Sugar Plum. A launch event will be held at Miu Miu’s Iapm store nearby, where Liu will be launching a new Chinese New Year-themed single titled “Chun.” The song will be released across major platforms, including Apple Music, Spotify, NetEase Cloud Music, TME’s ecosystem and Migu Music.
Miu Miu, the Prada-owned sister brand, has long embraced Chinese New Year as an opportunity to celebrate local culture and connect with its growing Asian consumer base. The label’s approach often blends its signature girlish aesthetic with Chinese symbolism, creating campaigns that resonate deeply with local audiences. The choice of the Gongwang Art Museum — a striking concrete structure nestled in the hills of Hangzhou — underscores the brand’s commitment to architectural and artistic dialogue. Wang Shu, the architect, is known for his Brutalist designs that reinterpret traditional Chinese elements, making the museum an ideal backdrop for a campaign that bridges past and present.
The inclusion of Zhao Jinmai and Lexie Liu as ambassadors further cements Miu Miu’s ties to Chinese youth culture. Zhao, a rising actress known for her roles in popular TV dramas, represents the modern Chinese woman balancing tradition and ambition. Liu, a singer and rapper, brings a fresh, confident energy that aligns with the brand’s playful yet sophisticated identity. Their presence in the campaign, alongside the symbolic white horse, reinforces themes of independence and vitality — key attributes of the Chinese zodiac horse, which is celebrated during the upcoming Lunar New Year.
The campaign also highlights key pieces from Miu Miu’s seasonal collection. The “true red” blouson, a standout item, references the auspicious color traditionally worn during Chinese celebrations. The Wander bag, with its slouchy silhouette, has become a cult favorite among fashion insiders, while the Arcadie and Aventure bags offer more structured alternatives. The footwear lineup, including hobo boots and Plume sneakers, balances practicality with whimsy, while the leather tassels and pom-poms add a playful touch that echoes the festive mood. The Miutine Eau de Parfum, with its delicate floral notes, rounds out the offering, appealing to consumers seeking a luxury fragrance gift for the holiday season.
The Shanghai activations are designed to immerse consumers in the campaign’s world. The takeover of Donghu Road will transform the street into a luminous corridor of red and gold lanterns, interactive installations, and pop-up experiences. Each venue will offer a unique interpretation of the Miu Miu aesthetic: Fufu, a Japanese restaurant, will feature a curated fusion menu; Blaz, a French bistro, will serve themed cocktails; and Sugar Plum, a café, will offer limited-edition pastries and desserts. These activations not only promote the campaign but also position Miu Miu as a lifestyle brand that engages with consumers beyond traditional retail.
The launch event at the Iapm store will feature Lexie Liu performing her new single “Chun” (meaning “spring” in Chinese), which celebrates renewal and hope. The song’s lyrics are expected to blend Mandarin and English, reflecting the bilingual identity of many young Chinese consumers. The release across major streaming platforms ensures maximum reach, while exclusive merchandise available only at the event could drive foot traffic. Miu Miu’s strategy of combining digital and physical elements mirrors a broader industry trend, where brands create holistic campaigns that transcend traditional advertising.
Miu Miu’s Chinese New Year campaign is part of a larger effort by luxury brands to tap into the Lunar New Year market, which has become one of the most important shopping seasons in Asia. According to Bain & Company, luxury spending in China is expected to grow by 10-12% in 2025, driven by younger consumers who value personal expression and cultural relevance. Brands that successfully navigate this landscape often do so by partnering with local talent, using meaningful symbolism, and engaging in authentic storytelling. Miu Miu’s “The Encounter” campaign embodies these principles, offering a dreamlike narrative that resonates with both Chinese and global audiences.
The campaign also underscores the importance of architectural and natural settings in luxury branding. The Gongwang Art Museum, with its raw concrete surfaces and dramatic geometry, provides a stark contrast to the soft, misty landscape of Hangzhou. This interplay of hard and soft echoes the Miu Miu aesthetic, which often juxtaposes masculine and feminine elements. The scattered red spheres, which become a recurring motif, suggest both playfulness and mystery, inviting viewers to explore the space. The white horse, emerging from the mist, adds a sense of magic and possibility — a fitting metaphor for the new year.
In addition to the campaign and activations, Miu Miu is also releasing a series of behind-the-scenes content and interviews with the cast and crew. These digital extras will be available on the brand’s social media channels, offering fans a deeper look into the creative process. The use of short-form video, particularly on platforms like Douyin and Weibo, will likely amplify reach and engagement. By leveraging multiple touchpoints, Miu Miu ensures that the campaign remains top-of-mind throughout the holiday season.
Looking ahead, Miu Miu’s success in China could inform its broader strategy in the region. The brand has been steadily expanding its retail presence, with new stores in cities like Chengdu and Shenzhen. The Chinese market now accounts for a significant portion of Miu Miu’s sales, and the company is investing in localized marketing and community-building initiatives. The Chinese New Year campaign serves as a blueprint for how luxury brands can honor tradition while embracing innovation. With its Brutalist dreamscape and multi-sensory activations, Miu Miu has created a campaign that is both visually stunning and culturally resonant, setting a high bar for competitive brands.
Source: WWD News