Gigi Hadid Celebrates Photographer Yevonde For Miu Miu

Gigi Hadid pays homage to the intrepid English photographer Yevonde in Miu Miu's latest campaign. The English photographer began her career as a photography apprentice after responding to an advertisement in The Suffragette newspaper and spearheaded the use of color photography in the 1930s. She was notable for capturing portraits and still life against brilliant hues of color to highlight the beauty of her usually female subjects.

In July of 1935, at just 21 years old, Yevonde opened her studio in Mayfair at 28 Berkeley Square. There, she created some of her most celebrated bodies of work, including an exhibition of color photographs named An Intimate Exhibition: Goddesses and Others, where she referenced classist and surrealist movements in art. She soon became a celebrated and sought-after photographer and even took portraits for the British royal family. The Miu Miu campaign honors Yevonde's photography style and showcases Hadid against backgrounds adorned with vibrant pink and blue tones. Photographed by the iconic Steven Meisel and styled by Lotta Volkova, the campaign features Hadid wearing and admiring Miu Miu's Wander and Arcadie bags.

Yevonde was also an advocate for women's rights at a young age and pursued photography to make sure women were photographed and included in history, declaring that "portrait photography without women would be a sorry business." Her fearlessness and feminist spirit, as well as her distinct aesthetic style as a photographer, continue to inspire generations of photographers. Her unique use of color makes her the figure to feature when introducing new color variations of Miu Miu's iconic bags. The Arcadie and Wander models appear in shades like "Caramel," "Cognac," "Soleil," and bright orange.

This campaign reflects the brand's goal of conveying "the essence of an emancipated and conscious woman." Miuccia Prada herself was an activist who was involved in the women's rights movement during the 1970s in Italy. As highlighted in her Vogue interview, Prada has a keen interest in politics and current affairs while still having a penchant for fashion. This interest may explain why Miu Miu historically features culturally impactful women at the center, as a previous campaign from the brand, also featuring Hadid, drew inspiration from the life and work of American artist Margaret Keane. 

The collection is currently on sale at Miu Miu's website.