Miu Miu's Mission

Named after Ms. Miuccia Prada, The company's President and stylist, Miu Miu was created in 1993 as a brand with a completely separate identity from Prada. According to the company's website, Miu Miu is categorized by it's "avant-garde, sensual and provocative style, which seeks to evoke a luxurious sense of freedom and intimacy with attention to detail and high quality."

One of Miu Miu's important objectives has been to establish the brand's independence outside of both the Prada group and the overall luxury market. Since 2005, the company has made many efforts to achieve this goal. Miu Miu relocated their corporate headquarters in Milan to an entirely separate building from Prada's offices, and the collection is shown in Paris rather than Milan, a destination that better represents the brand's aesthetic.

Additionally, the brand markets themselves to a specific consumer, which has established their niche within the competitive industry. A Miu Miu shopper is one with experimental fashion tastes who lives with a free spirit. These concepts can be seen within the collections themselves, the retail locations, and the unique promotional campaigns (both advertising and events.)

From a personal standpoint, it's incredible to see just how much the brand has grown. What was seen once as a fun, lighthearted "sister brand" of Prada has now turned into one of the most unique, avant-garde brands on the market. With the success of Miu Miu's most recent F/W 2012 collection, it is clear to see the company is tailored for success.