miu miu ss26 | the on cloud nine campaign

Most people look at the sky to predict the weather; Mrs. Prada looks at it to find a perspective. For the Miu Miu Spring/Summer 2026 campaign, titled ‘On Cloud Nine,’ the brand has ditched the claustrophobia of the city for the vast, shifting gradients of the upper atmosphere. Miu Miu is playing with the idea of ‘hypernatural’ beauty, making space for contradiction, for women who want delicacy and toughness in the same breath. 

Photographed by Jamie Hawkesworth from dawn through to dusk, the campaign features a cast of beautifully messy polymaths, starting with pop-punk sensation Olivia Rodrigo. She poses alongside the directorial eye of Suzanne Lindon, actress Li Gengxi and the multidisciplinary Sateen Besson.

There is a clear continuation from last season’s runway, where aprons became an unlikely focal point. Those same apron dresses return here, less theatrical and more lived-in, worn over shirts or under jackets, printed with sunshine florals or cut from sturdy cotton. They sit comfortably alongside oversized leather coats that look softened by time, poplin skirts with a uniform neatness and knits that feel deliberately interrupted with cut-outs and slashes.  

 

What Miu Miu does so well here is let contradiction live comfortably. A crystal-embellished tunic is worn with the ease of a long T-shirt. Sunshine-yellow floral apron dresses are paired with rugged leather jackets, while stiff uniform trousers are interrupted by the sudden, romantic drama of overblown waterfall ruffles. The materials tell a similar story. Tooled leather, raw canvas, silk cloqué and lace are treated with equal seriousness, none more precious than the other.

Footwear finally brings us down from cloud nine. Sneakers, loafers, sandals and boots all sit on natural rubber soles, practical and reassuring. The bags follow the same logic: new shapes like the Vivant, Aventure and Utilitaire are made in robust leathers, designed to be carried without caution. 

There is something inherently optimistic about this campaign, but it is not naive. In a world that currently feels quite heavy, this is Miuccia’s way of letting us breathe in the sweet, thin air of the mountain tops.

Discover the collection here.

photography. courtesy of Jamie Hawkesworth
words. Gennaro Costanzo