The brand is launching a new app which equips users with show excerpts, psychedelic graphics and a custom soundtrack to create their own personal Miu Miu vision
Now more than ever, fashion houses are increasingly expected to deliver more than just a show each season. They’re expected to build an immersive world surrounding their designs – a difficult feat that few pull off as well as Miuccia Prada. With this in mind, the designer created Miu Muisic, a new app which allows users to create a brief video montage; a digital illustration of their own personal vision of Miu Miu. Users are provided with a set of tools to create these clips; there are show excerpts from the current season, a series of hypnotic graphics as well as a choice of ten brand new musical mixes to provide a sonic backdrop.
The ten tracks were created by Frédéric Sanchez, a show music producer whose electronic soundscapes have landed him collaborations with the likes of Comme des Garçons and Maison Margiela. Sanchez also has a lengthy creative relationship with Miuccia Prada herself, who has long been enlisting his skills for both Prada and Miu Miu shows. His involvement gives users the chance to authentically recreate the atmosphere of shows, customising their own experience.
The multifaceted project is emblematic of Prada’s ethos that fashion should incorporate more than mere aesthetics. The designer has, in the past, fused art, politics and sociology to create an underlying message with her collections, so it makes sense that her latest digital output should explore the intersection between music, fashion and technology.