Visual Practice 1

THE BRAND

Described as “An outpost for the most refined femininity, a tangible expression of the energy conveyed by women’s natural contradictions and provocative personalities to contemporary society” (Prada, 2022), Miu Miu is the work of Miucci Prada, youngest granddaughter of Mario Prada. Drawing inspiration from sensual, provocative and avant-garde clothing, it was coined “Prada’s Naughty Little Sister” by the media during its surge of popularity in 2006. The brand focuses on “transforming fashion into a mental state” (Prada, 2022) to create “far from traditional aesthetic imagery” (Prada, 2022) to convey “the essence of an emancipated and conscious woman… and it illustrates the most rebellious and seductive core of contemporary femininity”. (Prada, 2022) Miu Miu has quickly become a cult favourite, with their Instagram amassing almost 10 million followers, and an array of celebrity endorsements from the likes of Kylie Jenner, Ariana Grande and Hailey Bieber.

Currently, Miu Miu is exceeding expectations, consistently going viral on social media, and recently being named Brand of the Year 2022 by Lyst. The Miu Miu hashtag has 1.1 billion views, and searches for Miu Miu on Lyst increased by 49% in 2022 (Pauly, 2022). Potential room for improvements could be to fully cement itself as a core fashion brand, as the brand is often compared to its sister company, Prada.

“PRADA’S NAUGHTY LITTLE SISTER”

In 2016, The Prada group declared that their profit drop of 27% was due to terrorism and terrorist a acks (Zillman, 2016). A acks in Europe meant that a lot of people were nervous to shop in big cities, and 72% of luxury consumers would rather shop instore than online (Charlton, no date.). This remains an issue for Miu Miu still as the terror threat in Europe remains substantial, with 1004 people arrested for terrorist offences in the EU in 2019 (Armstrong, 2019).

EEconomic factors can majorly effect Miu Miu’s sales. Miu Miu sales decreased by €120 million in the financial year 2020, compared to 2019 (Prada, 2022). This was due to the COVID-19 pandemic and to money to shareholders for the resumption of dividend payments. However, sales for 2021 were up to €401m, a big increase from 2020’s figure of €329m (Prada, 2022). This has a possibility to decrease again due to the cost-of-living crisis we are seeing a er the pandemic.

CONTEXTUAL ANALYSIS

PESTLE & SWOT

SSocial impacts on Miu Miu can come down to Gen Z, which makes up most of the brands target audience. Gen Z are less concerned with brand loyalty and would rather get a be er deal from fast fashion options. A Vogue Business 2022 survey revealed more than half of Gen Z reported buying their clothing from fast fashion brands (Kale, 2021).

STRENGTHS WEAKNESSES

- Miu Miu has a very loyal fanbase due to the brands high quality items and garments.

- Respectable brand due to its ties to Prada.

TTechnological advancements, especially social media, have boosted Miu Miu’s popularity massively. Miu Miu use influencers to appeal to their target audience, much like they did with celebrities in the 90’s. 52% of Gen Z trusts influencers for product or brand advice, and 76% of Gen Z follow an influencer on social media (Morgan, 2020). One of Olivia Neill’s Instagram posts wearing gi ed Miu Miu to an event has gained 240,000 likes (Neill, 2022).

LCounterfit goods are a legal issue Miu Miu must deal with. As well as accurate replicas, the rise of fast fashion brands creating “dupes” or similar products has become increasingly more popular. Fashion Nova have famously duped Miu Miu’s viral mini skirt, gaining thousands of retweets on Twi er. However, High Snobiety said “Miu Miu won't suffer from the fakes that flood the market” (Northman, 2022), due to their high revenues and celebrity endorsements.

To combat environmental and sustainability factors, Miu Miu launched Upcycled by Miu Miu in 2020, where the brand reworks garments from different vintage markets. The Prada group also have 3 main sustainability pillars: planet, people, and culture. This has helped reduced greenhouse gases, create a focus on raw material traceability and improve social and environmental factors along the supply chain thanks to close collaboration with suppliers. (Prada, 2022).

- Many celebrity endorsements (Ariana Grande, Amanda Seyfried, Kate Moss, etc.)

- The brand’s exclusivity and price point may not be accessible to all of Gen Z.

- Only 5 stores in the UK (4 of which are in London).

- PR scandals surrounding the brand and its sister brand, Prada has damaged brand image.

- Room to expand open more physical stores.

- Opportunity to focus more on TikTok, as their account is used only to post ads - meaning they get over 1 million views on TikTok, but only 1000 likes.

Over 60% of TikTok users are Gen Z (Forbes, 2021), Miu Miu’s target consumer.

- Fast fashion companies creating replica products.

- Newer Generation less concerned about brand loyalty and more concerned with ge ing a be er deal. Only 37% of Gen Z appear in the loyalist catergory, compared to 56% of Boomers (Forbes, 2022).

- Ever-changing fashion world.

OPPORTUNITIES THREATS

TARGET AUDIENCE

DEMOGRAPHIC

Miu Miu’s target demographic is women aged 20 - 29 (Barnett, 2019), falling into the Gen Z and early Millenials catergory. They would have mid to high levels of disposable income and likely be a young professional. According to Acorn, Miu Miu’s target consumer would be considered “city sophisticates” (Acorn, 2022), who likely fall into type 15: “younger proffesionals in smaller flats” (Acorn, 2022). These people are likely to have a degree and work in white collar professional occupations.

GEOGRAPHIC

The brands target audience will be from major cities and populous towns. Miu Miu’s most frequent website visitors are from large, dense countries such as the USA, Korea, UK and Italy (see Appendix 1). These people are likely to live near a physical Miu Miu store.

PSYCHOGRAPHIC BEHAVIOURAL

Miu Miu’s target consumers will buy luxury items when possible, preferring to buy luxury from instore, but other garments online. They would prefer to buy higher quality pieces that are better for the enviroment than shop fast fashion all the time. Influencers are important to them and they sometimes make purchases based on influencers wearing them. 44% of Gen Z have purchased something based on a reccomendation from an influencer (Williams, 2020).

Miu Miu’s target demographic will spend large amounts of time on their phones and social media. They will plan travel, book tickets, locate shops and share content using their phone (Acorn, 2022). They will enjoy fashion, celebrities, politics, quality time with friends, shopping and TV. They would fit within WGSN’s future consumer catergory of “The Stablisers”, who want to “buy to make them feel good, and expect the same from the experience in itself” (WGSN, 2021).

& HOBBIES

Browsing online, using social media (Instagram, TikTok, Snapchat), Influencers, going out with friends, seeing family, feminism, politics, movies, TV, shopping

Djerv Avenue, Urban Outfitters, House Of Sunny, Miu Miu, Prada, ASOS, Chanel

CURRENT SOCIAL ISSUE SOCIAL AGENDA

73 million induced abortions take place worldwide every year

61% of all uninteneded pregnancies end in abortion

67% of UK women would not tell their family about their abortion

Only 34% would tell their friends about abortion

On June 24th, 2022, the US Supreme court overturned the landmark legislation Roe v Wade. This has dismantled women’s reproductive rights by allowing states to ban abortion and gives millions of women in the US no say in having a child. It isn’t just the USA that is this effecting, as women worldwide are now anxious of whether their right to an abortion will be taken away as easily as it has done for people living in the US. 73 million induced abortions take place worldwide every year, with 61% of unintended pregnancies ending in an abortion (World Health Organisation, 2022). 214,256 of these abortions happened in the UK in 2021, more than any other year since the Abortion Act in 1967 (Gov.UK, 2021). Abortions are already a taboo subject, and the illegalisation of safe abortions further adds to the stigma that abortions are shameful and not a woman’s decision to make. It has been revealed that as many as 67% of UK women would not tell their family about an abortion (Young, 2019), and only 34% would tell their friends (Moss, 2019).

There is a shocking lack of campaigns created by fashion brands surrounding reproductive rights. This is strange as the women this will be affecting are very likely to be many fashion brands key consumers. While brands like Gucci and Victoria’s Secret have spoken about the recent overturning of Roe v Wade (Baudler, 2022), and are striving to help any employee’s affected, there has been no campaign created about it by any fashion or beauty brand.

There have only been a few campaigns about eliminating abortion stigma, and none have been created by fashion or beauty brands, which means Miu Miu can become the first. Advocates for Youth run a successful ‘Abortion Out Loud’ campaign where 1500 people have shared their abortion stories which ‘harnesses the power of storytelling, grassroots organizing, leadership development, and policy advocacy to end abortion stigma and strengthen support for young people’s access to abortion’ (Advocates for Youth, no date.).

Fashion brands have however created campaigns focused on people speaking up and asking for help regarding their mental health issues, which is something that ties into abortion stigma. The Mayfair Group’s efforts to raise mental health awareness is admirable, with a campaign called ‘Answers may vary’ normalising mental health discussions, with the pop-up shop for the campaign raising $10,000 to mental health awareness non-profits. Their ‘Empathy, Always’ collection has also worked to spread light into mental health, with celebrities like Bella Hadid adorning their ‘Your emotions are valid’ crewnecks (Saint-Elien, 2022).

by Miu Miu

RATIONALE

As discussed previously, 67% of women would not tell their family about abortion, and only 34% would tell their friends (Young, 2019; Moss, 2019). Abortions are an extremely isolating experience, with studies proving the negative impact they have upon women and their mental health (Reardon, 2018). The fact women are afraid to speak out to people they know about abortions is not only dangerous for their own wellbeing, but also continues the stigma that abortion is something that should not be discussed. Opening up and talking to people about issues we face is proven to dramatically improve emotional wellbeing, with 73% of people who said they have spoken to someone else about their problems reporting the positive impact it had upon them (The Co-operative Group, 2022). Studies have also revealed that less social interactions can increase loneliness, isolation and alienation (Brody, 2017). Women’s experiences with abortion also include fear of judgement, self-judgment and a need for secrecy (Cockrill & Nack, 2013; Hanschmidt et al., 2016), highlighting the need for awareness of abortion stigma.

‘Safe Space’ will be a part of Miu Miu’s ongoing series, ‘Women’s Tales’. ‘Women’s Tales’ is a series of short films produced twice a year since 2011 by female directors for Miu Miu, which explore problems which are affecting women such as feminism, toxic relationships, and self-value. The series is described as a ‘brief to look both critically and lovingly at femininity in the 21st century, these short films embrace the many complexities and contradictions that make up women’s experiences today’ (Mubi, no date.), highlighting that the topic of reproductive rights fits in with the morals of the ‘Women’s Tales’ series.

GOALS / PURPOSES OF CAMPAIGN

The aim of the campaign will be to encourage women who have had abortions, are considering an abortion, or feeling anxiousness over the overturning of Roe v Wade, to not feel embarrassed or shamed to open up to people they know. Women should not suffer in isolation, and ‘Safe Space’ will help to combat the worrying statistics of women who are facing abortion alone by encouraging women to discuss their feelings to overall reduce abortion stigma. The campaign will also aim to provoke empathy and encourage others to think about women who have faced abortion alone, hopefully prompting them to reach out to friends and family they feel may be affected by the courts overruling.

HOW WILL THE CAMPAGINS

SUCCESS BE MEASURED?

The campaign will take place on social media and advertised through OOH methods. This is to gain the largest possible audience for the campaign. Miu Miu’s Instagram has 9.8 million followers, and their TikTok has almost 250,000. Instagram and TikTok are the biggest apps with Gen Z, one of Miu Miu’s main demographic. The OOH elements, billboards and posters, will aim to spread the campaign beyond Miu Miu’s target consumer. This is due to the relatability of the campaign, and the fact although it fits the 20-29 demographic, reproductive rights can effect any age of women.

The social media posts by Miu Miu of the campaign will feature a hashtag which will be encouraged to be used to discuss women’s feelings and anxieties surrounding the current social issue. The hashtag, #SafeSpace can be used by women to discuss their thoughts and stories, and to create a safe space for these women to discuss abortion on any social media. The campaigns success can be measured through how many people are using the hashtag. Success can also be measured through the likes and shares of Miu Miu’s Instagram posts and TikTok posts. The success of the OOH element will be hard to measure but could be tracked through things like Miu Miu’s website traffic and web searches for the campaign.

WHY SHOULD MIU MIU DO THIS?

Miu Miu’s target audience is 20–29-year-old females (Barnett, no date.), which is the biggest group the overturning of Roe v Wade and reproductive rights will affect (Appendix 2). The brand also works with young models and influencers, whose following is mostly teenagers and young women, such as Olivia Neill, Lila Moss and Bella Hadid. Young women seeing their favourite influencers promote a brand who is encouraging others to speak up about abortion will help the young women struggling to discuss abortion as it will become normalised. Again, as discussed, Miu Miu are the perfect brand to explore reproductive rights due to their ‘Women’s Tales’ series, which aims to highlight issues that women are currently facing in the world. The campaign will also promote Miu Miu to its intended target audience as it builds awareness around a social issue which is related to the brand. Miu Miu has heavily linked itself to women’s rights and the issues they face.

MOOD / STORY FOR THE SHOOT

The overall story and mood for the fashion shoot is to create scenes that look natural, relatable, and warm. Due to the sensitive nature of the topic, and the worrying statistics of women facing abortion alone, the photos will aim to create reassurance and comfort while encouraging women to reach out to friends and family. This will be achieved by the shoot featuring women in their ‘safe spaces’, such as their bedrooms, kitchens and living rooms, talking, hugging, and reassuring one another. The campaign will aim to show that a ‘safe space’ is communicating and talking with peers and problems in the world.

The campaign will be shot on film to create a more realistic style as the aim is for the shoot to look like friends have taken the photos. This will be done purposely to create a relatable feel and sense of comfort to Miu Miu’s target audience. Film and disposable cameras have become a popular trend with Gen Z as they have a sense of nostalgia and uniqueness. They have also become popular with influencers, with people like Sydney Carlson and David Dobrik creating Instagram account’s just for their film photos. The overall aim for the campaign is to create a sense of relatability and comfort, which will be achieved by the shoot not feeling overproduced.

SHOOT MOODBOARD

Girlhood aesthetic

Friends in natural positions

Taken on film

Miu Miu garment inspo

Skirts, dresses, feminine

Pinks, yellows, cream, blue, black

SHOOT GARMENTS

On the left of the page is the garments that are going to be used in the shoot. The garments are compared to real Miu Miu garments where the inspiration was taken from.

SHOOT LOCATIONS

The shoot will take place at two different flats, with a focus on the bedrooms, living rooms and kitchens. This is to make the campaign look more natural and relatable. Again, as mentioned, opening up about issues can be daunting, and the shoot taking place in familiar and safe place such as a bedroom aims to make the process look more natural and calming.

LIGHTING CASTING

The shoot will aim to use natural, warm lighting. The warm lighting will be used to create a sense of homeliness and comfort to tie in with the campaigns name.

Lila

Amy Glass

Cat Perez

Emilie Kelly

For the shoot, two groups of real-life friends will be used to make the shoot more natural and show diversity, something sometimes lacking within Miu Miu’s campaigns. As the whole point of the campaign is to create relatability and reassurance, choosing people with limited modelling experience who already knew each other was important to create the sense that the photos were taken offguard.

STYLING

Garments similar to previous Miu Miu garments were selected. As the shoot is about women’s rights, the garments chosen were very feminine and innocent. A lot of pink was chosen to fit the Miu Miu brand and also skirts and dresses. Makeup was kept minimal to keep the focus on the outfits and posing.

Megan Taylor

Shaaban

TEST PHOTOS

Models: Megan Taylor, Lila Shaaban, Amy Glass, Cat Perez, Emilie Kelly

Photographer, Stylist, Hair & Makeup: Megan Pardoe

FINAL IMAGES

Film is unpredictable and the photos came out darker than expected - see Appendix 3 for the editing process. However, the photos will still be used as although the lighting is not as bright as expected, it is still warm and comforting. It also filfills the aim that the photos will look like they have been taken by the group of friends themselves. The ones with worse lighting have been made black and white.

Models: Megan Taylor, Lila Shaaban, Amy Glass, Cat Perez, Emilie Kelly Photographer, Stylist, Hair & Makeup: Megan Pardoe

The above set of images are the ones that will appear on OOH advertising methods such as billboards and posterd, and also on Miu Miu’s Instagram and TikTok.

OOH VISUALISATION SOCIAL MEDIA VISUALISATION

REFLECTIONS

WEEK 7 - PEER FEEDBACK

When I presented my idea and concept in Week 7, I received a lot of informative feedback. My idea was described as super relevant, important, and very strong. People noted that it isn’t an issue that is widely spoken about, and it is important to share stories surrounding abortion stigma. My mood board was interesting, cohesive, and well thought out. To improve people noted that I need to conduct further research on my target audience and further research into my chosen channels. To do this I will carefully research which channels would be best to host the campaign and create infographics for my target audience.

WEEK 7 - TUTOR FEEDBACK

My tutor feedback was that my campaign was a good idea and good concept. I had selected a nice range of images, and everything flowed well. I was told to think about how to develop a new direction for the campaign if Miu Miu have done something similar before. I was also told to use less images in my mood board as some may say the same thing. To improve I will think carefully how this campaign can be different to their other ‘Women’s Tales’ series, by looking at different channels. I will also carefully select my images to convey my point.

SELF-EVALUATION OF ASSIGNMENT

I believe I have applied myself to the VP1 course well. I conducted lengthy research on my chosen brand and current social issue, making sure the brand I chose linked well with the social issue. I pushed myself to organise the photoshoot and hire equipment from the AV store, something I have not done before, and I believe my images capture the essence of a ‘safe space’. My main weakness was using film for the images, because although I love the way film looks, the only film available at the AV store was one to be used in very bright natural lighting, something we didn’t have on the day of the shoot. This caused a lot of the images to develop dark, but sadly I had no time to redo the shoot as it was the only day my models could get together before Christmas. If completing the project again I would allow myself plenty of time in case I needed to reshoot. Overall, I have enjoyed the project and have pushed myself out of my comfort zone.

REFERENCES

Acorn. (2022). 15: YOUNGER PROFESSIONALS IN SMALLER FLATS – SUMMARY. [Online] [Accessed 25th November 2022] https://acorn.caci.co.uk/data/#t15_p1

Advocates for Youth, (no date.). Abortion Out Loud. [Online] [Accessed 4th December 2022] https://www.advocatesforyouth.org/ abortion-out-loud/

Armstrong, M. (2019). Terrorism in Europe in 2019. Statista. [Online] [Accessed 20th November 2022] https://www.statista.com/ chart/9846/terrorism-in-europe-map/

Barnett, D. (no date.). Ranking the Equity of Miu Miu’s 2019 Croisière Campaign Cast. Fashion Monitor. [Online] [Accessed 3rd December 2022] https://www.fashionmonitor.com/blog/vw/ranking-the-equity-of-miu-mius-2019-croisiere-campaign-cast

Baudler. (2022). How Fashion Brands Are Standing Up for Reproductive Rights. In Style. [Online] [Accessed 3rd December 2022] https://www.instyle.com/fashion/fashion-brands-standing-up-for-reproductive-rights

Brody, J (2017). Social Interaction Is Critical for Mental and Physical Health. [Online] [Accessed 1st December 2022] https://www. nytimes.com/2017/06/12/well/live/having-friends-is-good-for-you.html

Charlton, C. (no date.). Why do UK luxury consumers spend more in store than online? [Online] [Accessed 20th November 2022] https://dotknowledge.uk/articles/view-article/why-do-uk-luxury-consumers-spend-more-in-store-than-online

Cockrill, K., & Nack, A. (2013). I’m not that type of person”: Managing the stigma of having an abortion. Deviant Behavior, 34(12), 973–990. https://doi.org/10.1080/01639625.2013.800423

Forbes. (2021). What The Rise Of TikTok Says About Generation Z. [Online] [Accessed 20th November 2022] https://www.forbes. com/sites/forbestechcouncil/2020/07/07/what-the-rise-of-tiktok-says-about-generation-z/?sh=3b345bfd6549

Forbes. (2022). 3 Things You Need To Know About Gen Z And Brand Loyalty. [Online] [Accessed 20th November 2022] https:// www.forbes.com/sites/forbesagencycouncil/2022/08/10/3-things-you-need-to-know-about-gen-z-and-brand-loyalty/?sh=6c2db56bc4f2

GOV.UK (2021). Abortion statistics, England and Wales: 2021. [Online] [Accessed 1st December 2022] https://www.gov.uk/government/statistics/abortion-statistics-for-england-and-wales-2021/abortion-statistics-england-and-wales-2021

Hanschmidt, F., Linde, K., Hilbert, A., Riedel, H. S. G., & Kersting, A. (2016). Abortion stigma: A systematic review. Perspectives on Sexual and Reproductive Health, 48(4), 169–177. https://doi.org/10.1363/48e8516

Kale, S. (2021). Out of style: Will Gen Z ever give up its dangerous love of fast fashion? The Guardian. [Online] [Accessed 20th November 2022] https://www.theguardian.com/fashion/2021/oct/06/out-of-style-will-gen-z-ever-give-up-its-dangerous-love-offast-fashion

Morgan, B. (2020). 50 stats all marketers must know about gen-Z. Forbes. [Online] [Accessed 20th November 2022] https://www. forbes.com/sites/blakemorgan/2020/02/28/50-stats-all-marketers-must-know-about-gen-z/?sh=5fdbaf9476d0

Moss, R. (2019). Women Feel Unable To Tell Friends And Family They’re Considering An Abortion. Huffpost. [Online] [Accessed 1st December 2022] https://www.huffingtonpost.co.uk/entry/just-1-in-3-women-would-tell-their-family-if-they-were-consideringan-abortion_uk_5dc04197e4b03d0aacfd3e2d

Mubi. (no date.). MIU MIU’S WOMEN’S TALES. [Online] [Accessed 3rd December 2022] https://mubi.com/specials/womens-tales

Neill, O. (2022). the brits!! thnx @miumiu & @kstewartstylist i felt so cool ������+ @youtube4 bringing me :) Februar y 9th @olivianeill. [Online] [Accessed 20th November 2022] https://www.instagram.com/p/CZwWYEbtPVa/

Northman, T. (2022). MIU MIU’S VIRAL SET HAS ALREADY BIRTHED SO MANY FAKES AND DUPES. High Snobiety. [Online] [Accessed 20th November 2022] https://www.highsnobiety.com/p/miu-miu-skirt-set-fakes-dupes-reps/

Pauly, A. (2022). MIU MIU CROWNED BRAND OF THE YEAR IN LYST’S 2022 FASHION REPORT. High Snobiety. [Online] [Accessed 5th December 2022] https://www.highsnobiety.com/p/miu-miu-lyst-brand-of-the-year/

Prada (2022). Sustainability Report 2021. [Online] [Accessed 20th November 2022] https://www.pradagroup.com/content/dam/ pradagroup/documents/Responsabilita_sociale/2022/e-Sustainability%20Report%202021.pdf

Reardon, D. (2018) ‘The abortion and mental health controversy: A comprehensive literature review of common ground agreements, disagreements, actionable recommendations, and research opportunities.’ SAGE open medicine, 6 p. 2050312118807624.

Prada (2022). Miu Miu. [Online] [Accessed 30th November 2022] https://www.pradagroup.com/en/brands/miu-miu.html)

Saint-Elien, T. (2022). 9 Fashion Brands Serving Looks and Giving Back. Cosmopolitan. [Online] [Accessed 4th December 2022] https:// www.cosmopolitan.com/style-beauty/fashion/a41204904/best-mental-health-clothing-brands/

The Co-operative Group. (2022). A million UK adults who had problems with their mental health for the first time during the pandemic have not spoken to anyone about it. [Online] [Accessed 1st December 2022] https://www.co-operative.coop/media/news-releases/a-million-uk-adults-who-had-problems-with-their-mental-health-for-the-first

Top Media Advertising. (no date). Billboard Advertising Statistics. [Online] [Accessed 4th January 2023] https://topmediadvertising.co.uk/ billboard-advertising-statistics/

WGSN. (2021). Future Consumer 2022. [Online] [Accessed 25th November 2022] https://www.wgsn.com/fashion/article/87279

Williams, R. (2020). Gen Z relies on influencers for purchase decisions, Kantar says. Marketing Dive. https://www.marketingdive.com/ news/gen-z-relies-on-influencers-for-purchase-decisions-kantar-says/582890/

World Health Organisation (2022). Abortion. [Online] [Accessed 1st December 2022] https://www.who.int/news-room/fact-sheets/detail/ abortion

Young, S (2019). Most women would not tell their family about abortion, survey finds. The Independent. [Online] [Accessed 1st December 2022] https://www.independent.co.uk/life-style/women/abortion-women-tell-family-friends-survey-marie-stopes-a9185946.html

Zillman, C. (2016). Prada and Louis Vuitton blame terrorism for their poor sales. Fortune. [Online] [Accessed 20th November 2022] https://fortune.com/2016/04/12/prada-louis-vuitton-terrorism/

FIGURES

1. Lebon, T. (2022) Hailey Bieber in Miu Miu skirt. [Online] [Accessed 25th November 2022] https:// www.facebook.com/MiuMiu/photos/a.172684162847361/4993944204054642/?type=3

2. Von Unwerth, E. (1995). Miu Miu campaign with girl’s legs in air. [Online] [Accessed 25th November 2022] https://fashionweekdaily.com/miu-miu-online-image-archive/

3. Pinterest. (no date.) Woman in Miu Miu skirt (Target Audience). [Online] [Accessed 1st December 2022] https://www.pinterest.co.uk/pin/219339444344100240/

4. Kpopping. (no date.) Miu Miu ‘Women’s Tales’ event. [Online] [Accessed 10th December 2022] https:// kpopping.com/kpics/220420-HYERI-MIU-MIU-WOMEN-S-TALES-Screening-Event

5. Pfirsich, B. (no date). Woman in sparkly top on bed. [Online] [Accessed 12th December 2022] https:// www.fashioneditorials.com/berta-pfirsich-for-wonderland-magazine-with-zenobia-voegele-downing/

6-7. Pardoe, M. (2022) Own moodboard. All photos retrieved from Pinterest.

8-10. Pardoe, M. (2022) Own images of garments for shoot.

11. Vogue. (2022) Hailey Bieber in cropped blue shirt. [Online] [Accessed 10th December 2022] https:// www.voguebusiness.com/fashion/explained-the-miu-miu-spring-summer-2022-micro-mini-frenzy-business-of-viral

12. Nicedesclothing. (2017) Miu Miu green skirt. [Online] [Accessed 10th December 2022] http://www. blog.nicedesclothing.com/miu-miu-vintage-belted-wool-skirt/

13. MywadrobeHQ. (no date) Miu Miu silk dress. [Online] [Accessed 10th December 2022] https://www. mywardrobehq.com/miu-miu/folded-mini-dress/P4038

14-16. Pardoe, M. (2022) Own images of garments for shoot.

17. Wonderland. (2020). Miu Miu pink skirt. [Online] [Accessed 10th December 2022] https://www.wonderlandmagazine.com/2020/10/07/miumiu-ss21/

18. Variety. (2021) Pink sparkly Miu Miu top. [Online] [Accessed 10th December 2022] https://variety. com/2021/shopping/news/ariana-grande-dua-lipa-miu-miu-set-1235026566/

19. My Theresa. (no date) Miu Miu brown mini-skirt. [Online] [Accessed 10th December 2022] https:// www.mytheresa.com/euro_en/miu-miu-cotton-miniskirt-2174899.html

20-35. Pardoe, M. (2022) Own Images.

36-38. Pardoe, M. (2022) Own Instagram mock-ups.

APPENDIX 1

Similar Web. (2022) Miu Miu website analytics. [Online] [Accessed 15th November 2022] https://pro.similarweb.com/#/digitalsuite/websiteanalysis/audience-geography/*/999/3m?key=miumiu.com&webSource=Desktop

APPENDIX 2

KFF. (2022) Reported Legal Abortions by Age Group Within the State of Occurrence. [Online] [Accessed 18th November 2022] https://www.kff.org/womens-health-policy/state-indicator/distribution-of-abortions-by-age/?currentTimeframe=0&sortModel=%7B%22colId%22:%22Location%22,%22sort%22:%22asc%22%7D