Deceptively familiar codes are in fact the new rules of the game at this modern fashion house.

Created by Miuccia Prada in 1993, Miu Miu conflates femininity and feminism, luxury and intelligence. The Miu Miu woman has a strong identity: creative, curious, and independent, a style that was crystalised when the label first showed in Paris in 2006. Embracing both couture savoir-faire and refined experimentalism, Miu Miu gives elegance and sophistication a new and twisted meaning. Diverse inspirations, playing on masculine and feminine, historic references and a jilted modernity come together unexpectedly. The semiotics of fashion are constantly turned on their head: outerwear becomes underwear; sport elements appear in unexpected contexts; the imperfect becomes as important as couture; notions of good and bad taste, finished and raw are deliberately mismatched.

Dior (Couture)