“This is a late-teenage dream wardrobe, regardless of age,” says Paris-based designer Drais Lassane. Think micro mini skirts, crop tops with unfinished hems, 1950s dresses, ballerina flats, and ’90s-style oval statement glasses (licensed by Essilor Luxottica). And when you walk into a boutique, you’ll find the Miu Miu logo on nearly everything. “The logo is just a stamp, it’s about the silhouette and ease, it transcends cool,” Lassane says.
Miu Miu was founded in 1993, and its name is a nickname for Miuccia Prada. “It was meant to be a younger, more casual brand than Prada. At the time, Prada was growing fast and was considered very sophisticated, while Miu Miu felt like Miuccia’s ‘fun’ side project,” says fashion consultant Julie Gilhart. “It still feels like a place where Miuccia can play freely and inject her own humor. The energy this creates attracts different types of customers.” But over the years it has gradually repositioned itself as an independent brand, no longer a little sister to Prada. “The two brands are increasingly operating independently, and this is the way forward,” said Guerra of the Prada group.
Since COVID-19 restrictions were eased, Miu Miu’s popularity has begun to soar. Volkova has been styling Miu Miu’s shows since the Fall/Winter 2021 season, further increasing her popularity. Miu Miu remains one of the most popular brands quarter after quarter, topping fashion search engine Lyst’s rankings of the most popular brands in Q3 2023 and Q1 2024. The brand’s collaborative sneakers with New Balance were Lyst’s most popular product in Q1 2024.
In March, Vogue Runway’s Sarah Mower wrote, “When Mrs. Prada walked out at the end of her[Autumn/Winter ’24]show, she said very little, but her main point was: ‘I think these are classics. Anyone can choose something that makes them a child or a woman. Every morning I decide whether to be 15 or a dying woman.'” That broad range of customers is reflected in Miu Miu’s customer base.
What Miu Miu customers want
Isabelle, a German customer in her 50s, visited the Miu Miu boutique in Paris’ Faubourg Saint-Honoré to purchase boat shoes. “Miu Miu really connects the dots: it’s cool, wearable and chic at the same time. It’s youthful, it’s not about age, it’s about mindset, so I think it’s very appealing to a lot of people,” she says. (The boat shoes were not available in her size, so she plans to buy them online.)