2023/09 Miu Miu – FW23
Details:
Miu Miu
Fall-Winter 2023
Via Sant’Andrea 21, Milan
Review:
by Peter Hamer
september 14, 2023
Looking back, I’ve realized I haven’t reviewed any Miu Miu concepts until now. It’s time to change that with their FW23 concept, which aligns perfectly with what I consider a smart display strategy.
In recent years, Miu Miu has maintained a consistent window strategy, primarily featuring three or four busts showcasing total looks from their collections. When multiple windows are available, they dedicate each to a specific product category, while in the case of a single window, they mix different categories. This approach might raise questions about its effectiveness in terms of leveraging corporate investments. However, Miu Miu’s distinctive Miu Miu-blue, established as a visual brand code since its introduction in 2016, leverages the biggest investment of them all: the brand.
So, what sets apart the FW23 concept? Why classify it as a communication concept, and why do I find it smart?
Firstly, what distinguishes it is the use of mannequins. This time, Ready-to-Wear (RtW) products are not displayed on the usual busts with silver bases; they’re showcased on walking mannequins with folded arms. What makes these mannequins special? The answer lies in the opening look of Miu Miu’s FW23 show, where the model carried a bag in the same pose as the mannequin. This implies that the core concept of this window is the mannequin itself, drawing inspiration from the fashion show. It effectively reminds us of the different models who walked the runway in the same distinctive Miu Miu manner.
So why do I consider this approach smart? It’s because the message is conveyed not directly explicit. For anyone passing by, it’s a mannequin exuding a quintessential Miu Miu attitude. For those more familiar with the brand, it evokes memories of the show and its unique styling. Additionally, there’s a notable emphasis on Leather Goods (LG) and Shoes, two categories that are significantly contributing to Miu Miu’s growth.
Furthermore, consider the efficiency of such a message without the need for excessive window decoration. Few props, when strategically chosen to deliver the right message, can have a profound impact. This is what I mean by “smart,” and it echoes the age-old adage “less is more.” Bravo, Miu Miu! I say, more of this, please!
