Miu Miu has unveiled its 2026 Leathergoods campaign, and this year, the maison chose two faces to tell the story. Supermodel Gigi Hadid and Chinese actress and brand ambassador Zhao Jinmai both front the campaign, each bringing a distinct energy to the same iconic bags and the same central conviction: that the Miu Miu woman is not one thing, but many.
Two Women, One World
Photographed by Steven Meisel and directed by Jordan Hemingway, with art direction by Christopher Simmonds and styling by Lotta Volkova, the campaign splits into two distinct but complementary visual narratives. Hadid‘s chapter enters a quintessentially bourgeois apartment, where an emancipated woman transforms a conventional environment into a powerfully creative and vital space, making the familiar feel radical through sheer presence. Zhao Jinmai‘s chapter moves through a more controlled, graphic world, where a sense of quiet rebellion defines the mood, and multiple identities, playful, serious, sensual, and intellectual, unfold simultaneously.
The Wander and the Arcadie
At the center of both narratives are Miu Miu‘s two most emblematic bags, the Wander and the Arcadie, both presented in the brand’s signature matelassé leather. The quilted, dimensional surface of the matelassé is Miu Miu‘s most enduring craft signature, a tactile shorthand for the brand’s belief that luxury is something to be touched, handled, and worn into one’s own story. In the hands of both women, the bags take on an almost character like status, shifting in meaning and mood across each visual identity.
A Long Term Creative Partnership
Neither casting choice is accidental. Gigi Hadid has fronted Miu Miu‘s leathergoods campaigns every year since 2022, building one of the most consistent brand model relationships in contemporary luxury.Â
Zhao Jinmai, best known for her role in the acclaimed series Nothing But You, also starred in Miu Miu‘s Lunar New Year 2026 campaign, The Encounter, alongside singer songwriter Lexie Liu, filmed at the Gongwang Art Museum in Hangzhou, designed by Pritzker Prize winning architect Wang Shu. Her deepening relationship with the maison reflects Miu Miu‘s strategy of building long term cultural relevance in the Chinese market through authentic creative partnerships.
Together, Hadid and Zhao Jinmai make the campaign’s core argument with more force than either could alone: the Miu Miu woman has no single face, no fixed identity, only the freedom to be exactly who she chooses.
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