SHADES OF GRAY: Miu Miu will bring its Select concept back to London later this month, with model Amelia Gray heading the upcoming edition of the long-running series that sees friends and customers pick their favorite pieces from the new collections.
The event will take place on Nov. 25 at the brand’s New Bond Street flagship, where a dedicated space will showcase Gray’s edit of the holiday 2025 ready-to-wear and accessories collection.
Each item will feature a hand-signed tag by Gray and be packaged in exclusive Miu Miu Select boxes and bags. The London launch will be followed by Select activations from Nov. 26 to 30 in Madrid, Melbourne and at Miu Miu’s Rue du Faubourg Saint-Honoré store in Paris.
As reported, the New Bond Street flagship reopened in June, and is a blend of literary salon, indie cinema and Mayfair private members’ club. It is adorned in Lake Como silks and a palette of pale blue, pistachio, and acid yellow.
The store spans 7,500 square feet, and showcases the full range of Miu Miu collections, including ready-to-wear, bags, shoes, leather goods, and eyewear. It is centered on “cultural exchange, community, and conversation,” and also spotlights the brand’s latest collaborations.
It specializes in VVIP experiences, entertaining top customers on the upper floor, where the feel is part-salon, part-bourgeois boudoir, part-gallery space in the spirit of Fondazione Prada in Milan.
Gray’s Select event will be the first to take place in the newly refurbished space, which is located on the corner of New Bond and Conduit streets.
Miu Miu Select, which was created in 2019, is meant to reflect “an innovative, global vision of fashion,” according to Miu Miu. The brand asks people to assemble a “highly personalized” wardrobe of their favorite pieces from the new season, which are available to shop for a limited time in-store and online.
Over the years Miu Miu Select has featured a diverse roster of talent from around the world. It launched in London with Georgia May Jagger in 2019 and other London Selecters have been Lila Moss in 2021, and Emma Corrin, a Miu Miu ambassador, in 2023.
Other women to have taken part include Sydney Sweeney, Coco Gauff, Gigi Hadid, Chloë Sevigny, Emily Ratajkowski, Poppy Delevingne, Alexa Chung, Lotta Volkova, and Momo from Twice.
