Stay True to You

Growing up usually means dimming yourself down. Less color, less chaos, less personality. As Prada Group’s rebellious “little sister”, Miu Miu refuses this ideology by launching a new charm collection to highlight the things that make you unique. Miu Miu wants to be the gateway for luxury consumers, who tend to find themselves in stuffy spaces, to express their individuality onto their bags, so they’ll never have to leave their truest self behind.

**We created a 30-second spot to highlight how individuality can be expressed through Miu Miu’s Stay True to You charm collection**

* Footage generated by Creative Fabrica *

**Our official premade Stay True to You charms**

*Charms made through Gemini*

We launched these charms using contextual OOH Placements

Based on the iconic Hannah Montana and Addams Family series, respectively, these Best of Both Worlds and Unconventional Rose charm OOH executions were placed on the MBTA Green Line at Boylston, in proximity to the AMC in Downtown Boston.

For our abstract interpretation of the Mona Lisa, a painting that has been reinterpreted in media for generations, our Annotated Mona Lisa charm OOH execution were placed as a faux exhibit surrounding the MFA in Boston.

For those who still admire leopard print as a bold, fashionable statement, we placed our Leopard Print charm OOH execution at the Prudential Center in Boston.

For those who’d rather have a fun cocktail over stuffy wine, we placed our Craftier Concoction OOH execution in culinary districts.

Miu Miu at NYFW

We announced our new charms using a bold statement piece at New York Fashion Week '26…

For our Miu Miu consumers, we believe our bags should be their canvas, so we invited them to create a masterpiece. In celebration of the upcoming launch of our Fall 2026 “Stay True to You” charm collection, we invited passersby in Lower Manhattan to claim a section on our colossal handbag placement. We then had a sketch artist draw their personal good luck charm on their section. To really own their trinket, we also invited them to share their story on their section.

*Execution made through Gemini*

Social Response

*Some assets made through Gemini*

Caption

I grew up in Lubbock, Texas, as the youngest of five. Everything I owned was a hand-me-down: my bed sheets, backpacks, and my clothes. Because of this, I struggled with feeling “myself” for a while. I had to learn how to make things my own-mix and match my attire to fit the right aesthetic I was trying to go for. One thing that I still covet to this day, however, are these pink cowgirl boots. They were given to me by my oldest sister, however they were the first fashion piece that truly belonged to me. She bought them for a pretty penny. They don’t fit me anymore, but if I could, I’d wear them everyday.

Caption

Growing up, I’ve come to realize that I’m a sucker for all things wabi-sabi. My favorite romcoms have “enemies-to-lovers” tropes, my dog has heterochromia and one floppy ear, and my family is a house full of imperfections. However, my love for wabi-sabi also reflects my love in myself. I don’t always have to look in the mirror and find perfection, I just have to find myself. That’s why, if I could have a personal charm, it would look like a cracked mirror - there’s nothing wrong with it, because it’s still a mirror at the end of the day.

#UonMiuMiu Challenge

We sent out an email newsletter to Miu Miu Customers, inviting them to submit their personal good luck charms to complete our Stay True to You charm collection.