Now I know these ads are going to cause a stir at most fashion blogs and before I know it, I’ll be reading fifteen entries about them but I simply had to post them because quite frankly, the beauty is astonishing. These are the autumn winter 06/07 Miu Miu ads starring a distinctly Asian cast – Chinese actresses Dong Jie and Zhou Xun and Japanese star Rina Ohta. According to the website, Miuccia Prada wanted to convey a sense of cultural heritage that is ‘symbolic of a timeless beauty and refinement‘, something that is ‘an inherent classic belonging to Miu Miu.’ Clearly, race and culture has figured into the conception of this ad campaign very heavily and without sounding a little race-pompous, I do think these ads could not have produced the same mesmorising effect if causcasian models were used instead and of course the concept of the ads would be lost a little if they weren’t Asian.
The collision of past and present in the ads – a rich sumptuous world of custom and ritual contrasted with hyper-fast futuristic vision is something that is poignantly true of Chinese society – well at least, what I observe in China. So I love the way this has been portrayed in the ads. The ambiance of each image is just so spellbindingly evocative. When I start using adjectives like ‘sumptuous’ and ‘evocative’, you know I’m well and truly gobsmacked. I could go on annoyingly reading lots of subtle nuances about these images but the bottom line is – they are utterly amazing and by far the best A/W06 ads I have seen yet.
i saw these the other day and i totally agree with you! they are simply AMAZING and genius! p.s. i’d kill for porcelain skin like the girl in the last picture. <3
Hey Susie, I just stumbled onto your site one day and my goodness I can’t tell you how much your blog has changed my view on fashion. When I read this post I felt dizzy with excitement. Love the photography and use of Asian models. It’s about time!
As a bigtime fan of Miuccia (WEWT! COMMIE!) and an Asian girl myself, I am sooo happy with the ads. It reminds me of 2046!!! Golly, I’m obsessed with Wong Kar Wai…
JUst love you susie!!
find this quite interesting as i did my dissertation of the difference in which brands use white and chinese models in the adverts. This would have been good reserach if it was out earlier – hehe.
I do have to agree with you – these ads are probably at the top of my list for best fashion ads ever. The compositions are amazing and I love the use of contrast and colors in all of them. Truly a work of a genius 😉
Being another Asian here…I will have to heartily agree with the statements that have already been made. The ads are just gorgeous, and it’s great that Asian girls are starting to acquire a more primary role in the fashion industry and its subsequent use of advertisements. 🙂
I enjoy this site alot. You have a good fashion platform here but a comment like this…
“I do think these ads could not have produced the same mesmorising effect if causcasian models were used instead and of course the concept of the ads would be lost a little if they weren’t Asian”
… is a turn-off. I’m all for diversity (especially when it comes to the promotion of luxus goods) but not for division. If the words Causcasian/Asian were switched, you would be disappointed too…
^Dimes: I think what I meant was that the concept of the ad (if you read the Miu Miu website) was conceived based on the fact that these models are Asian and would not have worked otherwise. Of course I’m not the sort of person who likes an ad based on the race of a model. I was purely commenting on the fact that it’s interesting that Miuccia chose such a concept. If the models used weren’t Asian, the art direction and the concept of it wouldn’t really translate because they have referenced aspects of Chinese culture in the ads. That’s what I meant but unfortunately did not phrase very well. This isn’t about racial division but rather, the concept of the ad itself is funnily built around a certain culture.
Gosh…I really hope I haven’t caused offence. I REALLY am not one of those ppl who get so elated when seeing their own race featured in ad campaigns, films etc. and like whatever it is their supposed ‘compatriots’ are featured in based on the fact that they’re compatriots. I judge everything on their own merits and if these ads weren’t as beautiful as they turned out to be, I’d criticise them in the same way and not be biased just because they happen to feature Chinese people.
Bubs (long post coming): The offense is not so large. Your wording was a bit… odd. Personally, I think Prada’s explanation/ concept is a crock of sh-t. I mean ‘warrior dolls’ and ‘temporary context of hyper-reality’? Nonsense. Prada shouldn’t sugar coat their true motive. We know that the Asian market is a very significant and wealthy demographic and Prada wants a bigger piece of it. Punkt.
As for the pics: I can’t decide if these images are a deconstruction or a protag of stereotypes of the Asian woman. Sophisticated women in a foreign cafe or M. Butterfly/ Concubine in a french brothel? or maybe it just a euro rendition of a chic Asian invasion. Whatever their visual statement is, it is amazing to see that their zielgruppe has openly shifted. An Italian fashion house placing their clothes on Asian actresses in a very french environment. It works.
It is an exciting change of direction for Prada from their sterilized, monochromatic ads to ones full of color and discourse. They will definitely generate a larger fan base from this campaign. In the end, everyone is happy. More glam exposure for Asian women = more bu$ine$$ for Prada. And we agree that these are sweet pics, non? Leave it at that. High five.
High five right back at ya!
Your analysis is an interesting one, a view I haven’t considered which is odd because I’m usually very cynical about overly-conceptual chat. Perhaps, I was just so swayed by the images, that I unknowingly bought into the talk. *blushes*
No, I’m the cynical canadian moose. We never buy the talk…
*swaying together* But the second to last pic is my fav. It’s so cut and paste with this messed up depth of field. Not sure if it’s the same picture or two put together, but I like it.
BTW, how big is your closet?
Tehehehe…people seem to want to know the expanse of my wardrobe. Truth is, it’s not that big at all! I squeeze a lot of things into a small amount of space and I just keep my shoes in a separate place. I’m moving out soon so I will hopefully get it more organise (and chuck out a whole bunch of stuff too!)
The ads are slightly reminiscent of Wong kar Wai’s film, 2046. Remember the spaced out, yet sumptuously dressed android trapped on the neon train, played by Faye Wong?
Sue
susie nothing to apologise for. i’m black, so i understand your post. truth is the modelling industry is hugely dominated by caucasian models, so it is refreshing and truthful to show the other faces of beauty in the world.