Miu Miu - No Longer Dark, Provocative; Now Delightful, Experimental

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The previous show, the FW 2016 show, was attended by old favorites such as Chloe Sevigny, Emma Greenwell and Stacy Martin. But also included pop and out of the ordinary fixtures such as ASAP Rocky and Kardashian matriarch, Kris Jenner.

As for celebrities on the red carpet, Miu Miu has been draped on the shoulders of Lea Seydoux, at the premier of Spectre, Corinne Bailey Rae and Demi Lovato, at the MTV Teen Choice Awards. Rihanna at BET Awards, Lara Stone at a state dinner,

Stores

The brick-and-mortar stores have embraced demask and rich colors, no longer minimalist concrete look of the 1990’s that defined the brand for over a decade.

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Events

Miu Miu created an event for the launch of their first perfume and hashtagged it the #miumiuclub. Miu Miu Club - a concept event by Prada and AMO – is designed as a temporary intervention into the 1937 Palais d’Iena, intended for a one-night-only take-over of the official CESE government offices by the dark and evocative spaces of the Parisian nightlife. The pop-up venue hosted an exclusive dinner, a fashion show and several musical acts. "From the lavender hues of the Howling Cat, to the cabarets of Les Folies Bergères, to the jazz wafting from the caves of Montmartre, Paris nightlife thrives in the abstract, the secret, the seductive. In celebration of the unveiling of the 2016 Croisière collection and the introduction of the first house fragrance, Miu Miu opened the #‎MiuMiuClub." It happened in the summer of 2015 and was delivered via social media like YouTube, Facebook, Instagram.

Worth noting is the location of Miu Miu's runway shows -- while it's parent Prada, shows in its home of Milan -- Miu Miu shows in Paris. Why is this? It is worth exploring. Their communication team and creative director made this decision with a purpose. Perhaps their brand image felt more Parisian? It makes sense.

Another cool event was this past summer in Paris, the research arm of Dutch studio OMA created a 1990s-style nightclub in Paris to host a one-off event for fashion brand Miu Miu Borrowing cues from 1990s nightclubs, the AMO design "referenced an underground and industrial atmosphere with strip lighting, metal grids, and PVC sheets". AMO's Miu Miu Club hosted a dinner, a fashion show and several musical acts within the 1937 Palais d'Iena – a Neoclassical-style building in Paris originally designed by French architect Auguste Perret, who specialised in using reinforced concrete. The structure currently houses government offices.

The Miu Miu logo was emblazoned above the entrance to the space in neon lights, while further tube lighting was attached to the structure's metal poles. Dining tables were located beneath the metal beams, which supported a platform that was used as a catwalk to present clothes from the Miu Miu line. A dance floor in the centre of the room faced a DJ booth, backed by a light-up wall that illuminated in time with the music.

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