MILAN — Miu Miu is celebrating Chinese New Year by recruiting a trio of local young talents both in front of and behind the camera for a dedicated campaign dubbed “The Encounter.”
This includes a short film to be released on Monday directed by acclaimed screenwriter and filmmaker Shujun Wei, with whom the brand is collaborating for the first time. The clip is fronted by Chinese actresses and Miu Miu brand ambassadors Liu Haocun and Zhao Jinmai, who appear set against the backdrop of Yi Lau Yi, a bustling Cantonese tea restaurant in Beijing.
A still from “The Encounter,” the short film directed by Shujun Wei and starring Liu Haocun and Zhao Jinmai.
Courtesy of Miu Miu
Under the creative direction of Edward Quarmby and styled by Lotta Volkova, the talents are portrayed playfully dancing and playing music once the band and other diners at the location magically vanish, creating a whimsical scenario.
To match the celebratory moment, the actresses appear in jewel-encrusted denim pieces, blouson jackets, oversize sweaters and preppy looks hinged on tweed and checkered items.
Miu Miu’s Chinese New Year campaign.
Courtesy of Miu Miu
Flanked by photographs by Jack Webb, the campaign also spotlights the brand’s sought-after accessories, ranging from signature logoed ballerina flats, loafers and the buzzy New Balance x Miu Miu sneakers to key handbags, such as the Penny, Wander and Arcadia styles offered in exclusive iterations to mark the Year of the Snake. Trinkets like crochet-knit bag charms in the shape of the animal that is much respected in Chinese culture, as well as zipped hoodies and underwear in a red hue will also be available as part of the collection.
Miu Miu’s Chinese New Year campaign.
Courtesy of Miu Miu
Both Liu Haocun and Zhao Jinmai have previously attended the brand’s events, including the Miu Miu spring 2025 show in Paris. The former made her acting debut in the 2020 drama film “One Second” and starred in titles like “A Little Red Flower,” “Cliff Walkers” and “Ride On.” The latter is best known for her roles in the children’s film franchise “Balala the Fairies” and titles including the 2019 sci-fi film “The Wandering,” as well as series including “Growing Pain,” “A Little Thing Called First Love,” “Reset” and “Amidst a Snowstorm of Love,” released last year.
As for Shujun Wei, the Millennial director rose to recognition for titles such as “On the Border,” “Striding Into the Wind” and “Ripples of Life.” In 2023, his film “Only the River Flows” was nominated for the Un Certain Regard award at the 76th Cannes Film Festival, while last year “Mostly Sunny” was nominated for Best Film at the 26th Shanghai International Film Festival Golden Goblet Awards.
Miu Miu’s Chinese New Year campaign.
Courtesy of Miu Miu
The Miu Miu campaign’s release follows Prada’s “We, the Snake” one unveiled last week and fronted by talents comprising brand ambassadors Jia Ling, Li Xian, Ma Long, Ma Yili and Yang Shuyu; art historian Wu Hung; artists Peng Wei and Zhang Enli; architect Rossana Hu, and models Du Juan, Ju Xiaowen and Zhao Lei.
Miu Miu’s Chinese New Year campaign.
Courtesy of Miu Miu
