In celebration of the Lunar New Year, Miu Miu presents “The Encounter,” a campaign featuring a short film directed by Shujun Wei and starring Liu Haocun and Zhao Jinmai. Set in Beijing, the campaign blends high fashion with Chinese cultural elements for the Year of the Snake.
What this is:
Miu Miu is ringing in the Lunar New Year with a campaign that’s as dazzling as the festival itself. Titled “The Encounter,” this latest project centers around a short film directed by the celebrated Shujun Wei and features beloved Chinese actresses Liu Haocun and Zhao Jinmai—both rising stars in their own right and official Miu Miu ambassadors. Set against the evocative backdrop of Beijing’s storied Yi Lau Yi Cantonese tea restaurant, the film is a truly collaborative affair, bringing together creative director Edward Quarmby, avant-garde stylist Lotta Volkova, and photographer Jack Webb, who captures all the festive moments with his signature eye.
Our take:
As a longtime follower of Miu Miu’s playful sophistication, I find this campaign a brilliant fusion of high fashion, cinematic artistry, and cultural celebration. The collection itself is a joyous mix of Miu Miu’s signature elements: think jewel-encrusted denim, plush oversized sweaters, preppy tweed sets, and those irresistible checkered jackets—each piece radiating modern glamour with just the right dash of irreverence. Not to be missed are the special Year of the Snake editions of Miu Miu’s most coveted handbags (the Penny, Wander, and Arcadia), now adorned with whimsical crochet-knit snake charms—an affectionate nod to the zodiac. Accessories lovers will swoon over the logoed ballerina flats, loafers, festive underwear in auspicious red, and, of course, the ever-popular New Balance x Miu Miu sneakers.
The cast and crew are, in a word, stellar. Liu Haocun’s resume sparkles with standout roles in One Second, A Little Red Flower, and Cliff Walkers, while Zhao Jinmai has captured hearts in The Wandering, Reset, and Amidst a Snowstorm of Love. And with Shujun Wei at the helm—fresh off his Cannes nomination for Only the River Flows and a Golden Goblet nod for Mostly Sunny—the short film pulses with talent both in front of and behind the camera.
Ultimately, “The Encounter” isn’t just a showcase of beautiful clothes or a star-studded film. It’s a love letter to Chinese tradition, elegantly reinterpreted for today’s global audience. With this campaign, Miu Miu once again proves it’s not only fluent in the language of style, but also deeply attuned to the cultural moments that matter. The short film awaits on Miu Miu’s official website for anyone ready to be transported.
Images courtesy of Miu Miu
