Miu Miu, the brainchild of Miuccia Prada, has garnered a fervent following, particularly among Gen Z fashion enthusiasts.

Launched in 1993 as an offshoot of the Prada brand, Miu Miu quickly distinguished itself with its daring designs and youthful energy. However, beyond aesthetics, Miu Miu is gaining attention for commitment to sustainability, a trait valued by today's socially conscious consumers.

Operating under the umbrella of the Prada Group, Miu Miu adheres to the group's sustainability strategy, which revolves around three core pillars: planet, people, and culture.

Under the planet pillar, the group sets ambitious targets to minimise its environmental footprint. This includes reducing greenhouse gas emissions and incorporating low-impact materials in product development and packaging. Miu Miu embraces this ethos by revitalising vintage garments through its "Miu Miu Upcycled" line.

In January 2024, the Prada Group-owned brand launched its fourth limited edition Miu Miu Upcycled collection of Denim and Patch bags. This upcycling project began December 2020 with 80 dresses crafted from vintage items, sourced from vintage stores and markets globally, spanning from the 1930s to the 1980s.

By repurposing existing materials, Miu Miu reduces waste and contributes to the promotion of circular fashion, a key tenet of environmental responsibility.

In 2021, the brand partnered with Levi's for a collection featuring pieces from the '80s and '90s. To highlight this collaboration, the iconic Levi's® label has been redesigned in pink with the Miu Miu logo. This partnership underscores a playful approach to sustainable fashion, extending into 2022 with a capsule of 50 leather jackets.

Upcycled Denim shifts its attention to pre-2000 jeans sourced worldwide. The actor Ever Anderson and model Huijia Chen inject new life into wardrobe essentials like wide-legged jeans, jackets, tops, shorts, baseball caps, and hair bands, introducing bags for the first time, made from processing scraps.

With the Aura Blockchain Consortium partnership, every item in the 2024 Upcycled Collection undergoes controls.

By promoting various themes like philosophy, literature, architecture, and cinema, the brand continuously inspires and engages with people.

Miu Miu stays true to its innovative spirit while appealing to a new generation of consumers who prioritise ethical and eco-conscious practices.