Miu Miu Spring 2013 Ad Campaign: Doutzen Kroes, Adriana Lima and Arizona Muse star as innocent ingénues in the seductive new photos

View the Miu Miu Spring 2013 ad campaign images »

By Lindsay Tapscott

Ruby red walls and delicate pink flowers; tie-dyed furs casually slung over shoulders; duchesse satin dresses and dark denim overcoats: Miu Miu’s modern “dishabille” femme fatale is here, in these just-released images from the label’s Spring 2013 ad campaign.

Photographed in New York by Inez & Vinoodh and starring many models of the moment, including Doutzen Kroes, Adriana Lima and Arizona Muse, the campaign follows Miu Miu’s tradition of subversive advertising imagery, offering us an updated, very Miuccia Prada-perverse, take on contemporary femininity, rich with nuance and authenticity. Celebrating the Miu Miu woman and all her facets—femme fatale, innocent ingénue, playful belle, nostalgic beauty—the campaign depicts a series of mise-en-scenes in an ambiguous domestic setting. Nonchalant groupings of the girls in various states of (un)dress, crumpled bedsheets, close-ups of a hand here, a high heel there, the campaign is quietly seductive in its portrayal of a new kind of insouciant feminine elegance.