Miu Miu Takes the Crown as Brand of the Year. With their pieces making you the star of every show, Miu Miu takes its reign this 2022.
2022 has been a remarkable year of fashion with iconic moments, from viral magazine covers, buzz-worthy street style, and the resurgence of the runway. To recap all the best moments in fashion this year, Lyst, an online shopping platform, released their Year in Fashion 2022 report that was concluded through their data of 200 million shoppers browsing, viewing and purchasing activity on their site. In the report, it was announced that Miu Miu was this year’s brand of the year, overtaking Gucci who was the top brand in last year’s Q3 and Q4.
In an earlier insight released by the site, it stated that there is an average of 900 searches a day for the iconic Miu Miu SS22 micro mini skirt in the first six months after the piece debuted on the runway. This look itself is one of the catalysts that catapulted Miu Miu into being the most talked about brand amongst the younger generations. The cropped two-piece look has been spotted everywhere, from it-girls sporting it to events, Nicole Kidman and Paloma Elsesser donning it for magazine covers, to even being used for performing in K-pop music videos. The set has been spotted on so many different occasions in pop culture that there’s even an Instagram account documenting every appearance it makes.
Miu Miu Fall/Winter 2022 Campaign. Image courtesy of Miu Miu.
Besides their clothing, other social-media buzzed items from the brand include their fluffy knee-high boots, classic ballet flats and the Wander bag. In a bigger picture, Miu Miu’s chosen concepts are aligned perfectly with the aesthetics that have been popularized on the internet like their preppy pieces that fit right into academia-core, ballet-core, coquette-core, and even clean girl-core, while their funner statement pieces also align with the Y2K revival that heavily involves low-waisted and tummy-bearing silhouettes.
Camilla Clarkson, communications director of Lyst, says,“ Luxury fashion houses have been paying close attention to the popularity of the Y2K aesthetic among fashion shoppers and TikTok users. Miu Miu’s ability to incorporate elements of nostalgia in their SS22 collection really paid off.” With a sharp eye on the market and a list of A-list supporters, Prada’s sister brand is on its way to becoming a gen-z favourite, and we can’t wait to see what the brand has in store for 2023. (Text Vanya Harapan)