PLASTIC: A MIU MIU-INSPIRED LOOKBOOK
Art Direction, Styling by Celeste Miller
PROBLEM: To develop a creative and unique lookbook for a fashion brand that disrupts their current storytelling technique, but remains well within their style portfolio.
STRATEGY: Miu-Miu is a brand that while they have a clear and consistent brand image, they have a lot of range when it comes to their storytelling. While from their fragrance to their seasonal campaigns there is always a lovely story told through beautiful images and models, there was an opportunity to ironically turn that on its head for this lookbook. To deliver something that still paid homage to Miu-Miu’s typical storytelling style, while grabbing viral attention with giving something so unexpected and heavily emphasizing on the story.
SOLUTION: Plastic is a cult-classic-inspired Miu-Miu campaign that features the gory side of all of those classic, girly hangouts. Inspired by icons such as Heathers, Clueless, and even a bit of Wes Anderson films, Plastic emphasizes the comical irony in the theatre that is the social stage. A captivating story, Plastic not only gives a new perspective to Miu-Miu but demonstrates its range and versatility beyond its typical styling.
Director: Cara Engh Editor: Cara Engh Director of Photography: Julia Corin
Concept & Art Direction: Celeste Miller, Jacob Bern, Jenna Visage, Luke Eckl
Cecilia always loved playing with dolls.
She loved having control.
It helped her later in life when she started to play with people.
Her favorite toys were Chloe and Chantelle. Their boyfriends too.
Cecilia started as an outsider until they invited her to join their group.
They had fun together, but just like the others, Cecilia got bored of them.
Its always so sad to see a doll go.
We set out to create a lookbook
inspired by Miu Miu but also with the following elements in mind: the relationship between black & white photos vs color, a shot list driven by narrative, and references to cult classics like The Heathers, Scream Queens, and everything Wes Anderson.