Dubbed “Suddenly Next Summer,’ the Spring/Summer 2017 Miu Miu ad campaign, shot by British photographer Alasdair McLellan (his third campaign for the brand), sees Elle Fanning, Karen Elson, Carolyn Murphy and Lara Stone lounging around in the California summer sun. Recalling films Il Sorpasso and Beach Blanket Bingo, it has certainly put us in an LA frame of mind with its hazy beach vibes.
Said to reflect Miu Miu’s interrogation of contemporary femininity and the definition of actor, it girl, model and celebrity, the campaign also features a host of new talent alongside the more well-known faces from the fashion and film industries.
Similar to last season’s campaign, photographer McLellan has used the images to make numerous collages featuring traditional portraits interspersed with more candid shots. Think Elle Fanning posing on a beach fused with Karen Elson diving underwater.
According to the brand, these multiple layers of images reinstate the notion of a constructed indentity. ‘The Miu Miu girl is certainly self-assured but she is also self-aware: she knows that her fantasy beach images spur engagement even as the story behind them is as deep and as profound as the ocean.’
And then, of course, there are the clothes. Kitsch, prim and slightly bonkers, it’s Miu Miu at its best. Think retro swim caps, romper suits and latex coats.
‘The Miu Miu girl escapes neat classification or obvious stereotype. Her multivalent personality traverse categories of career and social class, just as her beachwear sets up markers of femininity only to confound them,’ the brand says. ‘It is the next iteration of Miuccia Prada’s twisting and turning meditation on what a woman wants to wear, what she is expected to wear, what she has worn, what she can wear, and where those shifting ideas collide.’