Supermodel Gigi Hadid classic in Miu Miu design

Hadid is at the center of Miu Miu's latest campaign that celebrates Yevonde's courageous legacy.

Gigi Hadid pays homage to the prolific British photographer Yevonde in Miu Miu's latest campaign. The British photographer began her career as a photography apprentice after answering an ad in The Suffragette newspaper and pioneered the use of colour photography in the 1930s. She was known for capturing portraits and still lifes in vibrant colours to highlight the beauty of her often female subjects.

In July 1935, at the age of 21, Yevonde opened her Mayfair studio at 28 Berkeley Square. There, she created some of her most famous work, including an exhibition of color photographs called Intimate Exhibition: Goddesses and Others, which referenced the surrealist and class movements in art. She quickly became a famous and sought-after photographer, even taking portraits for the British royal family. The Miu Miu campaign celebrated Yevonde's photographic style, featuring Hadid against a backdrop decorated in vibrant pink and blue. Shot by Steven Meisel and styled by Lotta Volkova, the campaign featured Hadid wearing and admiring Miu Miu's Wander and Arcadie bags.

Yevonde was also a feminist at a young age and took up photography to ensure that women were photographed and included in history, stating that “portraiture without women would be a sorry business”. Her courage and feminist spirit as well as her distinct aesthetic as a photographer continue to inspire generations of photographers. Her unique use of color made her a standout when introducing new color variations of Miu Miu’s iconic bags. The Arcadie and Wander models appear in colors like “Caramel”, “Cognac”, “Soleil” and bright orange.

The campaign reflects the brand’s aim to convey “the essence of a liberated and conscious woman.” Miuccia Prada herself was an activist involved in the 1970s Italian women’s rights movement. As she noted in her interview with Vogue, Prada is interested in politics and current affairs while still having a fashion bent. This interest may explain why Miu Miu has historically centered on culturally influential women, as the brand’s previous campaign, which also featured Hadid, was inspired by the life and work of American artist Margaret Keane.