MIU MIU

For Miu Miu's holiday gifting push, rather than take the expected gift guide route, we gave the bags their own personalities. Each one in the collection is so unique that we cast them as characters, distinct New York women with their own schedules and inner monologues. The accompanying article ran as a series of diary entries on The Cut written from their POV. The Matelassé Mini Wander Hobo as the Gen Z Ingénue wearing begonia pink in 40 degree weather. The Arcadie as the Social Butterfly squeezing a Christmas tree farm and a Hanukkah party into one weekend.

Rather than traditional product shots, I art directed a street style shoot where the bags were treated like off-duty models. Close-crops and candid, almost paparazzi like moments, helped make the bags feel alive.

I led creative direction for this article.

Photographer: Cait Oppermann