Photographs taken by Gigi Hadid backstage at the Miu Miu fall/winter 2020 presentation earlier this year have been used in the brand’s latest advertising campaign.
The Italian fashion house, headed up by Miuccia Prada, released the imagery for their Fall 2020 campaign on Tuesday, sharing scrapbook-style images comprised of sketches, hand-drawn illustrations, paintings, Polaroids, and regular photographs, some of which were shot before the coronavirus pandemic lockdown, others during, and some after.
The collection of images, titled Close, includes photographs taken by Gigi, who is currently pregnant with her first child, backstage at the catwalk show in Paris in March.
“As one of those models in the show, Gigi Hadid enjoyed the greatest access and freedom of movement in the backstage environment that any photographer could possibly have,” a representative for the brand wrote. “Her work documents the experience of preparing a Miu Miu collection for the catwalk in an unprecedentedly honest and thorough way.”
Photographer Liz Collins was on hand backstage to capture the character of the models in her close-up portraits as they prepared to step onto the catwalk.
Lila Moss also posed for the campaign, with her mother Kate Moss styling her looks with the help of the campaign’s art director and stylist Katie Grand. The veteran model’s partner, Nikolai von Bismarck, served as photographer for Lila’s photoshoot.
Regarding the theme of the imagery, the Miu Miu rep wrote, “Everyone participating in this project is already a part of Miu Miu’s extended family. The participants’ familiarity both with their subjects and with the broader world of Miu Miu gives Close a profoundly personal and proximate quality at a moment in history that has required us to reevaluate our understanding of personal distance.”
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