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Miu Miu is immediate, some could say naïve, but mainly known for its light-hearted attitude towards fashion. The Italian luxury brand does not deliver “just another” advertising campaign. Shot by Alasdair McLellan, the new F/W 2016 video Found Narratives manages to capture an interesting fashion story with a modern and playful take on meta-history.

Actress Amanda Seyfried leads the cast of different characters that are spending a fun and slightly rebellious weekend in and around the historical Houghton Hall in Norfolk – a perfect environment to emphasise the layers of modernity and history of the F/W 2016 collection. A collection that speaks of heritage and craftsmanship through its oversized collars, adorned accessories and pearl slippers, and in all ways can best be described as “lively.”

From the first second you are engaged in the campaign, as a result of each scene being emphasised by sound effects realistic enough to make you believe in this witty, cute, but above all mysterious get together.

Sanne Nooitgedagt

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