Watch out, sister. Initially positioned as an accessories-rich “anti-fashion” secondary line to Prada when it was launched in 1993, Miu Miu has been progressively and aggressively repositioned as a stand-alone brand. In 2006, the label’s show location was moved from Milan to Paris, to further emphasize its independence.
Miuccia Prada, whose nickname is Miu Miu, has been called “the master of the look of not-quite-right” by The New York Times, and both of her lines appeal to women who aren’t afraid to be a bit different. The Miu Miu brand is skewed somewhat younger than the powerhouse Prada label, appealing to 20-somethings who can get away with wearing, say, cerise patent leather platforms with carved-wood soles to work. A revolving cast of slightly edgy actresses—from bad-girl Lindsay Lohan to the unconventionally chic indie darling Chloë Sevigny—has been recruited for the ad campaigns to drive home the message of quirkiness.