Miu Miu Celebrates the Year of the Snake with “The Encounter” Campaign
Featuring a whimsical short film Starring Liu Haocun and Zhao Jinmai.
In celebration of the Lunar New Year, Miu Miu has unveiled “The Encounter,” a captivating campaign that brings together exceptional Chinese talent both in front of and behind the camera. The centerpiece is a short film directed by acclaimed filmmaker Shujun Wei, starring brand ambassadors Liu Haocun and Zhao Jinmai. Set in Beijing’s charming Yi Lau Yi Cantonese tea restaurant, the film showcases creative direction by Edward Quarmby and styling by Lotta Volkova, while Jack Webb captures the festivities through his lens.
The collection itself embodies Miu Miu’s distinctive blend of sophistication and creativity. Jewel-encrusted denim pairs with oversized sweaters, while preppy tweed ensembles and checkered blouson jackets add classic appeal. For the Year of the Snake, the brand has created special editions of its popular handbags, including the Penny, Wander and Arcadia, complemented by playful crochet-knit snake bag charms. The accessories line extends to logoed ballerina flats, loafers, the coveted New Balance x Miu Miu sneakers and festive red-toned underwear.
The campaign’s stars bring impressive credentials to the project. Liu Haocun has garnered acclaim for her roles in One Second, A Little Red Flower, and Cliff Walkers, while Zhao Jinmai has made her mark in productions like The Wandering, Reset and Amidst a Snowstorm of Love. Behind the camera, director Shujun Wei brings his award-winning perspective, fresh from his nomination at the 76th Cannes Film Festival for Only the River Flows and a Golden Goblet Award nomination for Mostly Sunny.
Through “The Encounter,” Miu Miu masterfully weaves together high fashion with Chinese cultural elements, creating a celebration that honors both style and tradition. The short film is now available to watch via Miu Miu’s official website.
