The Encounter
Description
Miu Miu celebrates Chinese New Year 2026 with The Encounter (如期而遇), now in its second iteration, specially conceived for the year of the Fire Horse.
Directed by Chinese filmmaker Gu You and photographed by Li Sihao, the campaign unfolds at the Gongwang Art Museum, designed by Pritzker winning architect Wang Shu on the outskirts of Hangzhou – a brutalist landmark surrounded by hills, scattered red spheres and soft winter mist.
Starring Lexie Liu, and Zhao Jinmai, the campaign draws on a sense of synchronicity and quiet wonder. Moving through rooftops, staircases and open courtyards, the two protagonists encounter a white horse, a symbolic figure evoking independence, vitality and the spirited energy associated with this zodiac year.
The setting – poised between the rural and the metropolitan – heightens the contrast between reality and reverie, modernity and memory, functionality and grace: a vocabulary that lies at the heart of the Miu Miu imaginative universe.
This professional campaign titled ' The Encounter' was published in Italy in January, 2026. It was created for the brand: Miu Miu, . This Film medium campaign is related to the Fashion and Retail Services industries and contains 1 media asset. It was submitted about 1 hour ago.
