Miu Miu’s Upcycled 2025 campaign unspools like a whispered memory—elegantly elusive, emotionally charged, and steeped in cinematic allure. Under the dual creative direction of Miuccia Prada and Academy Award-winning designer Catherine Martin, the campaign takes shape through Grande Envie, Martin’s directorial debut short film, serving as the haunting centerpiece of a collection that redefines the notion of luxury.

Set within the sun-faded grandeur of a French chateau, the story unfolds in rooms softened by time—bedrooms, staircases, lawns where light lingers like a secret. Photographed by Michella Bredahl with a dreamlike, voyeuristic intimacy, the imagery captures not only garments but ghosts—fragments of longing wrapped in lace, memory stitched into silk.

A richly textured cast brings the vision to life: Callina Liang, Daisy Ridley, Diana Silvers, Eliot Sumner, Jasmin Savoy Brown, Willem Dafoe, Betsy Gaghan, Eli Langer, Sam Davis, Sanique Dill, and Yura Romaniuk appear like phantoms of fashion’s past and future. Draped in the collection’s meticulously upcycled pieces, they embody a quiet, timeless defiance—each presence a chapter in the evolving story of reinvention.

#Styled by Lotta Volkova, the looks conjure deliberate dissonance—vintage slips paired with collegiate blazers, sailor jackets layered over sheer lingerie, prim t-shirts undercut by intricate lace. The result is a visual lexicon that nods to the decadent irreverence of the 1920s and '30s while embracing a forward-thinking ethos of sustainability and self-expression.

This is not fashion chasing novelty. It is a meditation on memory, transformation, and the quiet power of preservation. Every garment—reclaimed and reimagined—is imbued with history, elevated through care, vision, and intent. Makeup by Thomas De Kluyver and hair by Holli Smith further evoke the campaign’s spectral elegance, accentuating a tension between softness and rebellion.

With Grande Envie, Miu Miu proposes a radical philosophy: true luxury lies not in what is new, but in what is remembered, revived, and worn again with meaning. Here, the past isn’t forgotten—it is reawakened, and it walks with us.