Late Nights at the MIU MIU Diner

No reservations required.

Jan 10, 2025

Yes, you read that correct—ha! Today is all about odd pairings. You might be thinking I’m off my rocker for taking Miu Miu to the diner, but hear me out. I’ve come up with a a fictional campaign for Miu Miu—transforming the brand by creating quite an unconventional creative direction…one that pushes as many boundaries as possible, if I had full creative reign. I could have gone all prim and proper, but to me, creating a juxtaposed narrative that tells a story of rebellion and intrigue for a fashion brand that exudes sophistication and femininity seems way more exciting. Let’s deck out in our best outfits as we head to a Miu Miu-themed All American Diner and while you’re at it, make mine a double stack!

1. THE MOODBOARD

The mood for this brief is an All American Diner concept, but elevated. The ingredients I’m throwing into the mix are bright and bold retro shades, exceptional symmetry in photography compositions, eccentric makeup and hair but not too overdone, checkered and striped backdrops, lipstick-stained mugs, and a fusion of a typical American Diner along with its elements, paired with a subtle hint of luxury (ie. we’re swapping that laminated plastic for velvet fabric, please and thanks!).

2. CASTING

Miu Miu’s Spring Summer 2025 Runway Show aimed for cultural and age inclusivity so I want to celebrate that. For this casting, the age group is 50+, which I LOVE. To me, a mature casting gives off timeless and cool, so let’s rock with that. The moody lighting, avant-garde cotton candy hair styles, confident yet expressive gaze, and glamorous appeal would fit perfectly for this campaign. We want the viewer to be drawn in like bees to honey for this Miu Miu Diner experience, hoping that they would ask “do you have pie today?” in which we would respond “coming right up, buttercup!”.

4. PHOTOGRAPHY

Loud, saturated, and hyper-focused still-life photography honing in on one delectable food item, in a quirky and slightly strange pose, fits like a glove for our Miu Miu campaign. The cropped framing paired with the two-tone or monochromatic, heavily saturated garments and backdrops catches your attention. Envision the models in the Miu Miu SS25 runway looks, heavily accessorized, serving up a plate of stacked pancakes overflowing with maple syrup or pouring a freshly brewed pot of steaming hot coffee—in this photography style.

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5. VISUAL ASSETS

Last but not least, I’ve designed a couple of visual assets to go along with this campaign—some signage and posters for marketing purposes, of course.

And that concludes our excursion to Miu Miu’s Diner! Additionally, I would love to take this as far as I could go (if such a brand ever hired me and we had a monumental budget) and sprinkle pop-up installations across some major cities and also have limited-edition merchandise, such as branded napkins, waitresses uniforms, diner mugs, or ketchup and mustard bottles embroidered with the Miu Miu logo. Sighhh…it was fun playing Art Director for the Miu Miu brand. Let me know if my diner concept resonated, and/or what you thought about my direction. That’s all she wrote—for now! Thank you so much for reading.

XX,
Dominique