That Miu Miu Set: Is All Press Good Press?
If you haven’t seen THAT Miu Miu set yet you are living under a rock. The infamous set is a micro mini skirt and either a cropped polo sweater or a matching cropped top. The outfit is giving off major Britney Spears school girl on steriods. From Nicole Kidman to Zendaya, the set has been passed around celebrities and influencers more than the jeans in The Sisterhood of The Traveling Pants. It even has its own Instagram account, dedicated to posting every time someone wears it (not affiliated with Miu Miu). However, the set has caused substantial controversy.
Recently, Miu Miu has been making a major comeback. Over the last several years Miu Miu has fallen below the radar, being branded as dated and out of style. In an effort to become relevant again, the fashion house has reinvented its styles, made new ones, and have undergone some significant marketing campaigns. Specifically, Miu Miu has used influencers in all different sections of the entertainment industry to boost their products. This is a great strategy, but it has its faults.
Miu Miu has had so many people showcase their new set that people are tired of it. On Twitter, many users see the set as an example of micro trends and the fall of luxury brands. The set has become so overdone so quickly that it has become tired almost immediately. Additionally, just the skirt is over a thousand dollars. Most influencers were gifted the item and would never spend that amount of money on a garment that cannot be worn every day if they wanted to - and consumers know this. Normally this strategy still works, take the Dior Saddle Bag as an example. However, a simple skirt and shirt that is very revealing do not appeal to as many people to invest in.
In addition to the authenticity of interest, Miu Miu is being bashed for bringing back a trend that is bot body positive. The set leaves nothing to the imagination, showcasing the model's stomach, ribs, and entire legs. The set is instantly perceived as only for conventionally super skinny people. In an effort to combat this, Miu Miu dressed plus-size model Paloma Elsesser in the outfit for her cover on i-D magazine.
Without other information, this is great. But, the skirt and sweater are not made in Paloma’s size. Miu Miu made the outfit custom for Paloma. In doing this, the fashion house is sharing a narrative that is untrue. At the end of the day, plus-size consumers cannot wear this outfit because it is simply not available. Currently, the skirt only goes up to an IT 44, which is a size medium or large in U.S. Women’s clothing sizes. Many people who were first fans of the campaign are now criticizing Miu Miu for being disingenuous.
But, is all press good press? Although there are a lot of negative opinions on Miu Miu’s actions, they are still a conversation. Before this, they were not even a thought for the masses of consumers. Perhaps this press will lead people to pay more attention to its designs and even purchase other items in the future. From personal experience, I have seen Miu Miu on a lot more celebrities, in stores, and in television. Time will tell if this exposure will help the brand escape fashion Siberia for the long run.
