Miu Miu
| Company type | Subsidiary |
|---|---|
| Industry | Luxury fashion |
| Founded | 1992 |
| Founder | Miuccia Prada |
| Headquarters | Milan , Italy |
Area served | Worldwide |
Key people | Silvia Onofri (CEO), Miuccia Prada (overseer) |
| Products | Women's apparel and accessories, eyewear, fragrance |
| Parent | Prada |
| Website | www |
Miu Miu is an Italian luxury fashion label specializing in women's apparel and accessories, operating as a wholly owned subsidiary of Prada. The brand is overseen by Miuccia Prada and has its headquarters situated in Milan, Italy. Silvia Onofri holds the position of CEO.
History
Established in 1992 by Miuccia Prada, the brand takes its name from her personal family nickname. The public debut occurred in 1993 with a collection inspired by cowgirl motifs. From 1994, Miu Miu presented collections in the United States for three consecutive seasons before making its first appearance at Paris Fashion Week in 2006.
By 2005, Prada set Miu Miu apart by inaugurating a dedicated showroom within an Art Nouveau villa—Prada’s original Milan base—which also hosted the men’s fall-winter runway event in 2006.
In 2020, Miu Miu introduced Upcycled by Miu Miu, a limited-edition series featuring vintage dresses dating from the 1930s to the 1980s, reimagined with an emphasis on sustainability—a principle that continues to be integral to the brand’s ethos.
The Spring 2024 runway presentation by Miu Miu was honored as 'best of the year' at the Impression Awards 2024. Throughout the 2020s, the label has experienced significant expansion fueled by increased engagement from younger demographics, with sales in 2023 rising by 82% compared to the previous year.
Other activities
Since 2003, under a licensing agreement with Prada, the manufacture and worldwide distribution of Miu Miu’s prescription eyewear and sunglasses have been managed by Luxottica.
In 2015, branching out beyond fashion and accessories, Miu Miu launched its inaugural fragrance following a partnership established in 2013 between Coty and Prada.
Boutiques
Miu Miu maintains retail locations globally. The initial store concepts were crafted by architect Roberto Baciocchi, beginning with Milan's boutique in 2006. He also designed interiors for outlets in Paris, Hong Kong, Florence, London, New York, and Taipei.
The brand’s first standalone shop in China opened at The Mixc in Shenzhen in 2009. Expansion into North America included boutiques at The Galleria in Houston, Texas and Short Hills Mall in Short Hills, New Jersey during 2011. The first Australian store debuted at Chadstone Shopping Centre in Melbourne. A Glasgow location launched in 2010 inside the Fraser department store. In Tokyo’s Aoyama district, a boutique designed by Herzog & de Meuron opened in 2015.
After refurbishment in 2017, the London store on Sloane Street reopened featuring an exclusive customization service enabling clients to create personalized heels—the sole Miu Miu shop offering this experience. In 2025, Miu Miu unveiled a new flagship spanning 7,500 square feet at 150 New Bond Street, with Prada Holding acquiring the property for an estimated GBP £250 million.
Advertising
Miu Miu has partnered with a distinguished roster of photographers for its marketing campaigns, including Juergen Teller, Glen Luchford, Mario Testino, Inez and Vinoodh, Bruce Weber, Mert Alas and Marcus Piggott, Alasdair McLellan, and Steven Meisel.
Prominent figures who have represented the brand as spokesmodels feature Laetitia Casta, Kirsten Dunst, Maggie Gyllenhaal, Katie Holmes, Lindsay Lohan, Vanessa Paradis, Chloë Sevigny, Jessica Stam, and Joan Smalls. In 2011, the brand selected then 14-year-old actress Hailee Steinfeld as its youthful ambassador, succeeded in 2012 by models such as the 34-year-old Guinevere Van Seenus. Actress Elle Fanning became the face of the brand in 2018. In 2021, Miu Miu appointed South Korean stars Im Yoon-ah and Jang Won-young as brand ambassadors, with Japanese singer Momo Hirai joining in 2023. Later that year, in August 2023, (G)I-dle’s Minnie was named House Ambassador.
The Women's Tales project was launched by Miu Miu in 2011, comprising a series of short films created in collaboration with leading female directors to highlight their collections. The initial four films—helmed by Zoe Cassavetes, Lucrecia Martel, Giada Colagrande, and Massy Tadjedin—debuted at the 69th Venice International Film Festival. A fifth installment, both written and directed by Ava DuVernay, was released in 2013.
In 2015, the UK's Advertising Standards Authority prohibited a Miu Miu advertisement featuring actress Mia Goth published in British Vogue, following complaints that Goth appeared too young due to minimal makeup. Miu Miu defended the campaign as elegant and sophisticated, while Vogue reported no complaints from readers. The ban attracted criticism from industry professionals who considered it unwarranted.
Recent Developments
Miu Miu has experienced remarkable expansion, especially among younger demographics, establishing itself as Prada’s "youth-oriented sister label." During 2024, the brand recorded a 105% increase in revenue for the third quarter and a 97% rise over the first nine months, significantly outperforming the Prada Group's overall 10% growth in the same timeframe. Additionally, sales surged by 93% in the first half of 2024. CEO Andrea Guerra highlighted efforts to reinforce Miu Miu’s distinct brand identity and to broaden its retail presence as key strategies to sustain this growth trajectory.