The New Miu Miu Girl's Instagram Reality

The setting is a historic estate in Norfolk. A sundial in the gardens of Houghton Hall, inscribed with the motto "Any hour for my friends," makes a striking impression. This mansion, once the scene of decadent living day and night, embodies the contrast between modernity and historical context that defines the 2016 Autumn/Winter collection's theme.

The "Found Narratives" campaign for Miu Miu's Autumn/Winter 2016 collection weaves a story centered on meta-history, infused with playfulness and feminine delight. It portrays various archetypes of high-society decadence: the player, the innocent ingénue, the gossipy socialite, and more.

Items symbolizing tradition, faith, craftsmanship, uniforms, and purpose—such as tweed, argyle sweaters, oversized ruffled collars, and pearl slippers—are playfully mixed without regard for convention. In this fictional playground, the Miu Miu girl reveals a spectrum of expressions, both carefree and contemplative.

Here, boundaries of social status and cultural difference dissolve. As a colorful day unfolds, time seems to warp, blurring the lines between day and night as they indulge in a game of role-playing unbound by convention.—.





Emphasizing "Found Narratives," the collage-like layout, depicting the Miu Miu girl living her authentic life with friends off-screen, creates a new visual that evokes an Instagram-like reality.


Photographer: Alasdair McLellan
Starring: Amanda Seyfried
Location: Houghton Hall, Norfolk, England