Fashion exclusive: Miu Miu club opens at Café Royal

Targeting women with a mix of shopping, film, debate and artistic collaboration as well as personalised dinner menus, Miu Miu launched the invitation-only club at the recently restored hotel in the week before it opens to the public.

Pitched as ‘an exclusive new shopping experience’, members and their guests can preview and purchase the resort and spring/summer 2013 collections. Highlights include collaborations with Vivienne Westwood and Stephen Jones, both of whom created limited-edition products for the occasion.

Miu Miu’s series of short films, Women’s Tales, are being screened daily in the conversation room, which is also hosting moderated talks by influential people of style, including Penny Martin, Alice Rawsthorn and Stephen Jones. The forums explore women, their obsessions and their role in society.

By pairing with a renovated hotel before it opens and targeting female luxury customers, The Miu Miu London is a clever example of a creative collaboration strategy combined with what we call Womenomics.