Miu Miu Wants to Build the Next ‘It' Bag
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Loading... - Daiyu Xiao
- 07 Jun 2022
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Our coverage spotlights global luxury brands, global beauty brands, and local Chinese brands. The latter gives insight into some of China’s most successful campaigns, which often come from local players, and are outside of the beauty and fashion space.
In this week’s roundup, we look at three campaigns, including Miu Miu’s push into the handbag category, Lanvin’s WeChat memes for Children’s Day, and Estée Lauder’s video on anxiety — a timely message amid China’s post-lockdown uncertainty.
Miu Miu Creates Its Next ‘It’ Bag by Leveraging Celebrity Power
OVERVIEW
On May 30, Miu Miu launched a series of photo campaigns featuring the house’s Miu Wander handbag, starring 19 Chinese female talents across various fields. Executed in the tactile Matelassé leather, the new edition of the Miu Wander from the brand’s Fall/Winter 2022 collection builds on its Spring/Summer 2022 debut, this time with sustainable materials and varied sizes.
NETIZEN REACTION
The campaign hashtag #MiuWander has racked up 26.7 million views on Weibo, thanks to the combined social influence of the featured female celebrities. Among them, Zhang Yifan, a member of the Chinese girl group BonBon Girls 303, garnered the highest impression on the social platform, receiving 23,200 likes and 7,700 comments within one day. Netizens said her personality and outlooks embodied the Miu Miu girl.
VERDICT
The Miu Wander campaign marks the house’s first advertising campaign exclusive for a handbag. In its previous campaigns, the brand focused on its signature Matelassé lamb leather instead of a certain hero product. As such, this initiative indicates that Miu Miu will allocate more efforts to the handbag category in hopes of building the next “It” bag. Plus, through collaborating with local young female faces, the house becomes more relevant to the younger demographics in China. Read More...
