Kylie Jenner and Lou Doillon in the new Miu Miu campaign: plural femininities in the spotlight

Miu Miu unveils its Fall 2025 campaign with Kylie Jenner and Lou Doillon, exploring the many facets of femininity.

With its eclectic cast, Miu Miu has created a campaign that is sure to catch the eye. For the first time, Kylie Jenner poses for the Italian fashion house, embodying a powerful, hyper-mediatized image of the contemporary woman. She shares the poster with Lou Doillon, a complete artist and figure of independence, but also with Rila Fukushima, Towa Bird, Myha’la, Yura Romaniuk and Cortisa Star. A choice of faces that goes against the smooth standards often conveyed in the industry.

This campaign contrasts two worlds: one of assertive, sometimes sensual femininity, and one of an almost masculine wardrobe. The silhouettes play on contrasts: satin dresses, straight pants, openwork knits and muffled jackets cohabit without hierarchy. Designer Lotta Volkova and photographer Lengua create a refined aesthetic dominated by pastel tones – powder pink, ash blue, honey beige. The setting for this series of images evokes a portrait gallery where women don’t pose, they express themselves.

Fashion between aesthetics and intellect

More than a simple exercise in style, this campaign underlines Miu Miu’s intellectual ambition. Alongside its fashion visuals, in June 2025 the house organized the second edition of its Summer Reads program, including a stopover in Paris. The idea? Offer the public two major novels: Simone de Beauvoir’s Les Inséparables and Fumiko Enchi’s Les Années d’attente. An operation that weaves a direct link between Paris, the literary capital, and the brand’s cultural vision.

Why Paris is central to this campaign

Paris is omnipresent in the Miu Miu universe, not only because it is a fashion stronghold, but also because it embodies this idea of plural femininity, between tradition and rupture. The decision to stage Summer Reads in the capital is proof of this. And several of the talents featured – such as Lou Doillon, who has been evolving in Parisian artistic circles – reinforce this local dimension.

A femininity open to other narratives

This campaign succeeds in a difficult challenge: to show that femininity cannot be reduced to a stereotype. Through its visual choices, cultural references and distribution strategy, thebrand invites us to rethink classic representations. An approach that could inspire other brands to adopt a less formatted view of women.

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