Gigi Hadid Spotlights Miu Miu’s Wander, Arcadie Bags in New Campaign

BRUSH STROKES: Gigi Hadid has reunited with Miu Miu for the Italian fashion brand‘s 2025 leather goods campaign, which comes with an arty touch.

To be released on Thursday, images of Hadid carrying the brand’s hot matelassé bag styles nod to classic high society portraiture of the 20th century not just in the model’s poised poses but also in their painterly finishing.

Photographed by Steven Meisel, each image has been digitally tweaked to echo brushstrokes, playing with a sense of ambiguity between the mediums of painting and photography, present and past.

The effect fits with the velvety texture and softness of the new suede iterations of Miu Miu’s matelassé bags, where panels are doubled with wadding and elastic cloth, and then quilted.

Once again, the focus is on the Wander and Arcadie designs, here spotlighted in chocolate and mustard hues, as well as in a pistachio and popping fuchsia versions. The leather versions of the styles also appear in still life imagery as part of the campaign.

First launched during the fall 2006 show, the matelassé has been revisited in terms of size and design during the years and is by now so central to the brand’s handwriting that it barely needs a logo to be recognized.

Realized under the creative direction of Edward Quarmby and with the styling of Lotta Volkova, the arty ads are in line with the approach the brand has embraced in the two previous campaigns dedicated to the category and that also featured Hadid, which were inspired by artists’ oeuvres. 

As reported, the 2024 bag campaign was evocative of pioneering photographer Yevonde, whose work is noted for its use of delicate colors, surreal arrangements and use of drapery and foliage in portraiture. It followed the 2023 campaign nodding to another trailblazing artist, Margaret Keane, known for her paintings of women, children and animals, often referred to as “big-eyed waifs.” 

Hadid has been affiliated with Miu Miu for a long time. Earlier this month, she was among those walking the brand’s buzzy fall 2025 show in Paris, joined in the rich casting by the likes of Sarah Paulson, Laura Harrier, Lou Doillon, Oscar Lesage, Suzanne Lindon, Eliot Sumner, Raffey Cassidy and Sunday Rose Kidman Urban, among others.

In 2023, Hadid described Miu Miu’s head Miuccia Prada as “one of the most inspiring and iconic women in the world — because she explores all of her loves and interests to their fullest potential.” The model also said, “It is an honor to see her work, work with her and to experience someone full of knowledge and powerful yet still down-to-earth and kind. She does so much to create spaces to celebrate others. I think of the Miu Miu woman as someone who has similar qualities to Miuccia…playful but calm, classic but cool, in-charge but grounded.”