Miu Miu Banks on Kylie Jenner and Fall Lingerie Aesthetic to Keep Momentum Going

Titled “Femininities,” the Fall/Winter 2025 campaign features seven talents, including:

• Actress Lou Doillon
• Musician Towa Bird
• Actress Rila Fukushima
• Myha’la
• Artist-model Yura Romaniuk
• Rapper Cortisa Star. 

Styled by Lotta Volkova and shot by photographer Lengua, the campaign centers on portraits that draw attention to body-focused silhouettes and tactile fabrics.

"[It's] an expression of individuality. An exploration of femininity that transcends preconceived notions of gender and women’s dress," the company wrote in a press release.

"The focus is on the power of the portrait and on a wardrobe that is as elegant as it is enriching, as respectful of the language of fashion as it is of the body within."

Jenner’s appearance serves as another mainstream fashion step for the entrepreneur, whose presence adds commercial heat to an already high-performing label.

According to the Prada Group’s April trading update, Miu Miu’s sales rose 60% year over year, outpacing the broader luxury market’s slow growth.

The brand describes its latest collection as a study of form and sensation, with bras that contour the body and dresses that fold and curve.

Tailoring is softened, collapsed, or drawn away from the body to reveal what lies beneath.

Miuccia Prada’s vision centers on how the feminine can transform the masculine, with accessories like brooches, stoles, and bold jewelry amplifying garments designed for daily wear.

Redefining Femininity

The campaign is marked by a hero spot that sees the cast against pastel moiré backdrops that flow from pink to beige and blue to brown.

The backdrop reflects the campaign’s mood: sensitive yet assured.

Looks include pointelle knits, silk satin dresses, and bias skirts, all nodding to lingerie.

At the same time, menswear and sportswear cues show up in felted wools, mid-length skirts, and understated sweaters.

Straight-leg trousers round out the offerings, grounding the more sensual elements in practical design.

Accessories play a starring role.

Cloche hats, statement necklaces, pointed-toe pumps, and shapely knee-high boots echo traditional emblems of femininity but are reimagined to look bold instead of fragile.

Beyond the campaign, Miu Miu continues to build cultural cachet.

Last month, it hosted the second edition of its "Summer Reads" event in cities like Milan, Paris, Beijing, and Osaka.

Attendees received literary titles, including Simone de Beauvoir’s "The Inseparables" and Fumiko Enchi’s "The Waiting Years," connecting Miu Miu's brand identity to thoughtful femininity rooted in history and ideas.

Our Take: Can a Fashion Brand Sell Philosophy?

Something is striking about how Miu Miu doesn’t just push products, but perspectives.

Jenner brings mainstream visibility, but the literary giveaways and academic framing show a deeper attempt to elevate what the brand stands for.

I like that it trusts the long-term power of thoughtful curation.

And with luxury marketing often leaning towards fast pivots and viral stunts, Miu Miu's kind of quiet confidence feels like a strategy worth watching.

In other news, American Eagle recently tapped on Sydney Sweeney to front its latest campaign and shine the spotlight on its denim.