Why is MIU MIU 10/10 for the first semester?

There's no denying MiuMiu is number 1. In terms of aesthetics, it's a combination of Gen Z and Boomers. She loves duality. Shy and sexy. Modern and Vintage. Good Girl and Bad Girl. Nothing is so defined. Everything is very vague and fits each situation. I 99.9% believe this is what attracts Gen Z the most. High and Low is the key.

Brand created by Miuccia Prada in 1993, she is Prada's little sister and was born with the desire to be different, more rebellious than her sister. Every time I think about MiuMiu I remember my first adult clothes, some tops from Farm and jeans from a Brazilian department store. Nostalgia. A strategy that the brand plays with a lot. We know that.

In the last three years, MiuMiu has shown that it has the ball in its hands. An excellent positioning, the best influencers. Amalia Gray, Emma Corrin, Emma Chamberlain, Hailey Bieber. Gigi Hadid.

About trends, the most relevant of recent years. Remember the schoolgirl MiuMiu skirt, a viral look at the end of 2021? There was an Instagram page dedicated just to people who used the set. In 2022, Satin ballet flats and in 2023 the Arcadie Leather Bag. And this year?

Looking at the latest Lyst Index, we have 3 best-selling products from the first half of 2024. That says it all about the coming months. Firstly, the collaboration sneakers with New Balance, my favorite on the list. Second, the swim trunks, yes a swim trunks with logo embroidery and finally the polo paraded in Fall/Winter 2025.

About speech, something that fits well with the future of fashion. Timelessness. It fits into any past, present, future situation, because it will always be here.

Looking at the scene before the MiuMiu boom, we had Balenciaga with its crazy innovative gothic aesthetic, gucci very colorful to encourage michela nothing so new people got tired of it. The spoiled girl boom came, feminine, carefree and chic.

Feminine brand with a rebellious identity. Using traditional pieces with necklines. The tailored skirt with top and cardigan. Designers are always rebellious, full of attitude, modernity, femininity and vintage. A perfect stylist that only Miuccia Prada knows how to do.

Full of trends that prevail on TikiTok. Balletcore, Cottagecore, Siren, but still, it's MiuMiu. She knows how to incorporate codes. And between browsing between the two male and female closets, and also ignoring age groups. They opt for the right style, embroidery with straight jeans, strong colors and softer colors. Puffed blouse with micro shorts. A perfect fashion for those who don't care much like the work of the Danish brand Ganni.

Regarding numbers, they invest well in big or smaller influencers. Creating a squad is good. They are making viral products but the belonging strategies are so good that we don't think we are spending 2000 euros on bags.

She knows how to incorporate fashion codes. And between the two male and female closets, and also ignoring age groups. I wrote a text talking about the states of life, during fashion week in February. "The MiuMiu woman moves between the present, the past and the future all at the same time. sometimes granny-chic, another schoolgirl and sometimes a girl who is old enough to go to a party or needs to pay her bills when she dress for work." Miu Miu and the stages of life, Fall/Winter 2025. (Feb/2024).

Regarding positioning, the brand supports sustainability in an intelligent way. It incorporates subcultures and brings possibilities to its aesthetics. Something different from the market. Because few brands enter subcultures so lightly and intelligently. Which I believe will be a fashion strategy in the coming months.

About business, it is the best-selling brand of the 2024 semester according to Lystex. In China, the brand also rose on Weibo's Hot Search List. To bring its "Miu Miu Girl" feel, the brand has thoughtfully selected its brand faces across Asia. On Xiaohongshu, Miu Miu has yielded a lot of user-generated content (UGC), while the hashtag Miu Miu, where users share their clothes, replicate makeup and style themselves with cheaper pieces, has more than 100 million views worldwide.

An alternation between profit and influence that every brand dreams of. In Q1 2024, MiuMiu reported revenue growth at an increase of 89% year-over-year, versus revenue growth of 58% in 2023. It represented more than a quarter of Prada Group's revenue. Breathe.

After thinking a lot about how a brand with 30 years of history, it grows more and more among audiences that no one would have dreamed of using there, I realize that it is inspiring. MiuMiu Prada knows about things, it knows very well how to sell the past, present and future in the form of handbags and kitten heels. She's a genius.

That's it for today.

Hugs,

Grazie. <3