Retail in Asia


Miu Miu flips to next chapter of ‘Women’s Tales’ in Chengdu

Newly crowned brand of the year by Lyst, Miu Miu held a physical screening of its ongoing ‘Women’s Tales’ project on November 25 in Chengdu. Women’s Tales is an anthology series of short films featuring female directors from around the globe that debuted in 2011. This year, the Italian house commissioned two films for the Chengdu event, House Comes with a Bird and Carta a Mi Madre para Mi Hijo.

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A panel discussion on feminist films and two shorts were screened in Chengdu’s Shaanxi Assembly Hall, which was also livestreamed via Miu Miu’s WeChat channel. A dedicated menu with local flavours was also presented by the brand, in collaboration with fine-dining restaurant Da Vittorio Shanghai. A live performance by Lexie Liu, Miu Miu’s brand ambassador, and local band INNOUT concluded the event.

#MiuMiuWomensTales has earned over 2.3 million views on Weibo. In addition to celebrities such as Lexie Liu and Amber Kuo, the Chengdu event reached a broader Chinese online audience – participants in the panel discussion, including fashion KOLs, cultural influencers, and publications, all helped raise awareness of the event among netizens.

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