Gigi Hadid and Miu Miu have reunited for the 2025 leather goods campaign, marking another successful collaboration between the fashion powerhouse and one of the most recognizable faces in modeling. The campaign takes on an artistic aesthetic, with images that resemble hand-painted portraits rather than traditional fashion photography. Creative director Edward Quarmby and stylist Lotta Volkova brought their vision to life, continuing the brand’s recent trend of fusing fashion with fine art.
At the heart of the campaign is the iconic Miu Miu matelassé – the distinctive quilted leather technique that has defined the brand since its introduction at the Fall/Winter 2006 show. Today, this signature texture is so instantly recognizable that it hardly needs a logo to signal its heritage.
Photographed by Steven Meisel against vibrant color backdrops, the campaign plays with the line between painting and photography. Each shot has been digitally manipulated to mimic brushstrokes, giving the visuals a textured, almost tactile quality. The effect is subtle but striking – soft suede handbags like the Wander and Arcadie styles appear almost luminous against bold backgrounds.
Hadid‘s presence anchors the campaign, which is inspired by classic 20th century high society portraiture. The images unfold in three distinct portrait styles: personality studies of Hadid against bold fields of color, meticulous still-life compositions of the bags themselves, and motion shots capturing the painting process alongside introspective voiceover.
