With every international fashion cycle, more pressure is placed on designers to release more than just a seasonal fashion line. This year there has been a focus on technological innovation and public engagement, with Miuccia Prada’s Miu Miu shining as artistic and innovative in approaching new fashion media and technology.
This week saw the anticipated release of Miu Miu’s music and video app Miu Miusic, a free app for iPhone and Android. The app encourages users to curate their own experience of the Miu Miu AW2016 release, with mixable music and hypnotic graphics. This move highlights the brand’s currently thesis of focusing on artistic expression, as is summarised in their website statement.
“The new Miu Miusic app allows you to remix music tracks composed by legendary DJ Frédéric Sanchez with original graphics inspired by the current collections to create a mesmerising, unique and personal video for you to keep and share across social channels.
Muiccia has worked with Sanchez before, both with Miu Miu and Prada. A staple DJ for the fashion industry, Sanchez has collaborated with the likes of Comme des Garçons and Maison Margiela. Ten tracks have been created for the app, and can be paired with a range of this season’s accessories and a wide-array of graphics to create a unique experience in the generation of each track.
Miu Miu also released the 11th Women’s Tales short film this month, in the midst of New York Fashion Week. Since 2011 Miu Miu has been recruiting female filmmakers from all over the world, featuring international women’s filmmaking talent whilst promoting the latest season release.
The film Seed, by Japanese director Naomi Kawase, creates a fairytale landscape out of iconic and little-known Japanese locations alike. The camera effortlessly captures a ‘mysterious creature,’ Sakura Ando, who is stunning in Miu Miu’s Spring/Summer 2016 collection. Speaking to Interview Magazine, Kawase has described her intentions as illustrating Japan’s femininity, both as singular and adaptable to western femininity.
“We’re from Japan. America has a different point of view. A female can adapt to a different culture, or a different point of view.”
Through these short films, Miu Miu aims to spotlight international experiences of femininity, empowerment and female talent. Through releasing them traditionally during New York Fashion Week, the brand and artists gain international attention and acclaim.
Miu Miu is fast becoming renowned for investment into female artistry and embracing new media, to great advantage of both the brand and the artists chosen for collaboration. Miu Miu’s music app and the 11th instalment of Women’s Tales Seed, alongside previous Women’s Tales Films, have been made available on the designer’s website.
