While producing the next ‘it’ shoe or bag will have you on the lips of the style set for a season, savvy brands know that sustained interest comes by way of cultivating a holistic brand identity. Not content with the chokehold its exposed underwear and Arcadie bags have on Instagram and TikTok, Miu Miu has strengthened its commitment to the cultural world with a literary pop-up.
From the 7th to the 9th of June, Miu Miu held its Summer Reads pop-ups in locations across the northern hemisphere, taking over pre-existing newsstands in Milan, Paris, London, New York, Seoul, Shanghai, Hong Kong, and Tokyo. Visitors were gifted free copies of two out of three seminal texts by female writers, with a choice of Alba de Céspedes’ Forbidden Notebook, Sibilla Aleramo’s A Woman, and Jane Austen’s Persuasion.
Each of the three texts was selected for its author’s influential status as a female creative, with their work exploring concepts, concerns, and ideologies that remain relevant and pertinent to this day.
Alongside the literary offerings, Miu Miu also served up branded popsicles to take the heat off, making for a delightful way to pass a summer’s day.
Words by AR Staff
