Much has been said about the peculiar casting of Hailee Steinfeld for the Fall-Winter 2011 Miu Miu ad campaign, since she (Hailee) is barely 16, and Miu Miu isn’t exactly a brand that’s targeted at teens. Still, having gone through almost all the campaign stills, shot by Bruce Webber, I think I get it.
It’s very Tavi meets Jane, with the entire story set in some rural town, the main character (Hailee) left at home to her own devices. What does a young girl with time on her hands do? Play dress up of course, going through her mother’s wardrobe and having the time of her life.
She looks awkward almost, wearing her hair like Mum would, with bright red lipstick thrown in for good measure.
The campaign captures snapshots of her in her most vulnerable state, looking tired here (like a real person would, naturally). In another shot, she’s tucking into a slice of pizza, looking all jubilant.
Here she’s lying down, with beautifully glittered pumps gathered around her. Could she have been dreaming it all, or she is just glad Mum isn’t home yet? It’s all very innocent and fun, yet aspirational, a campaign that all teenage girls growing up and wanting to be like their older sisters and mums can relate to.
Or it could be meant to attract the older, more reserved and jaded customer of today, who’s extremely bored with air-brushed perfection and piercing looks, seeking something that reminds them of their childhood, especially since everyone feels naturally akin to all things nostalgic. Either way, it’s pure genius on the part of Miuccia Prada.
You can definitely analyse it a thousand different ways, but this is how I would like to see it. And it’s gradually becoming one of my favourite campaigns for F/W11.
I’m also in love with the oversized clutches which I first saw for myself while in Paris during Miu Miu’s runway presentation, but more on them later. I’ll just leave you now to enjoy the campaign. And click here if you would like to see more.
Images: Miu Miu