Global – Miu Miu is inviting fans to be creative with Miu Miusic, an app that generates shareable psychedelic video clips.
Tapping into the visual language of digital-first Generation Z, Miu Miusic enables users to create their own short Miu Miu campaign videos to keep or share with their social network.
The fashion house collaborated with long-time friend, DJ and producer Frédéric Sanchez, who created 10 customised soundtracks to choose from, each inspired by past runway presentations.
Miu Miu also created 16 graphic patterns, inspired by its current collections, mashed together with emojis and shots from the runway. It worked with technologists at Neosperience to ensure that each combination creates a different, personalised video.
The fashion industry has been an early adopter of a new visual language heavily influenced by digital culture. Gen Viz teens are drawn to experiences that help them convey their feelings in ways that reflect their image, something we will explore in our forthcoming macrotrend.