Overview
Services
Marketing Strategy
, Creative Direction
, Financial Analysis
Approach
Positioning: "Runway energy, everyday ease." A fashion-first, performance-capable line that feels Miu Miu.
Audience Insight: Gen Z/Millennials value versatility, trend-right design, and luxury quality; research validated appetite for tennis skirts, tops, and sets.
Go-to-Market: Hero launch event at Ritz Paris post Men's Fashion Week; global OOH, flagship window installations, and more.
Wimbledon sponsorship with Naomi Osaka as lead ambassador; editorials and PR in Vogue/BoF/Highsnobiety.
Content System: Fast-cut narrative reels, product-forward edits, and CGI/AR moments, mapped to preferences.
outcomes and impact
This project reimagined how Miu Miu could credibly enter the booming athleisure market, protecting luxury positioning while tapping into new audiences. The campaign established a cohesive strategy for launch, global rollout, and cultural amplification through fashion shows, pop-ups, OOH, and partnerships.
