MIU MIU Celebrates Chinese New Year 2026 with The Encounter (如期而遇) Ad Campaign

MIU MIU celebrates Chinese New Year 2026 with The Encounter (如期而遇) ad campiagn, now in its second iteration, specially conceived for the year of the Fire Horse. Directed by Chinese filmmaker Gu You and photographed by Li Sihao, the campaign unfolds at the Gongwang Art Museum on the outskirts of Hangzhou – a brutalist landmark surrounded by hills, scattered red spheres and soft winter mist. Starring singer-songwriter, Lexie Liu, and actress, Zhao Jinmai, the campaign draws on a sense of synchronicity and quiet wonder.

Moving through rooftops, staircases and open courtyards, the two protagonists encounter a white horse, a symbolic figure evoking independence, vitality and the spirited energy associated with this zodiac year. The setting – poised between the rural and the metropolitan – heightens the contrast between reality and reverie, modernity and memory, functionality and grace: a vocabulary that lies at the heart of the Miu Miu imaginative universe. The collection expresses an optimistic, liberated attitude, attuned to the sense of renewal marking this festive moment. Silhouettes balance structure and ease: zip-front blousons, oversized hoodies, shrunken knits, pleated or full knee-length skirts, structured trousers, camisole layers and off-the-shoulder dresses. The palette ranges from grey, brown, navy, black and white to true red, the emblematic colour of good fortune and prosperity. 

Key bags include the Wander, Arcadie, Aventure, the pochette in nappa antique, nappa suede, and matelassé leather, offered in classic tones as well as metallic silver and CNY red. Footwear highlights include Plume sneakers in new seasonal iterations – customizable with two-tone laces and lucky trinkets (leather tassels, pom-poms, stylized flowers) – alongside leather loafers and sturdy hobo boots. The offering is completed by vintage-inspired eyewear, new logo hair accessories, and the Miu Miu Miutine Eau de Parfum.

Film direction:

Gu You

Photography: 

Li Sihao

Styling: 

Lotta Volkova

Cast: 

Lexie Liu

Zhao Jinmai