The Fall/Winter 2017 Miu Miu collection, presented amidst a breathtaking transformation of the Palais d’Iéna in Paris, remains a compelling case study in design juxtaposition. AMO, the renowned design and architecture studio founded by Rem Koolhaas, masterminded the show's setting, creating a stark and unforgettable contrast between the brutalist architecture of August Perret's masterpiece and the playful, almost whimsical, world of Miu Miu. This article will delve into the multifaceted aspects of this collection, examining the show's impactful staging, the subsequent campaign's visual narrative, and the overall impact on the Miu Miu brand identity.
Fall Winter 2017 Fashion Show: A Purple Haze in the Palais d'Iéna
The decision to drape the austere concrete columns and walls of the Palais d’Iéna in swathes of purple eco-fur was nothing short of audacious. Perret's building, a prime example of reinforced concrete architecture, stands as a testament to modernist principles – clean lines, functional design, and a distinct lack of ornamentation. Its stark, almost imposing presence provided a powerful backdrop for the Miu Miu collection, but AMO's intervention dramatically altered its character.
The choice of purple eco-fur introduced a layer of unexpected softness and femininity, a direct counterpoint to the hard edges of the architecture. This juxtaposition wasn't simply a stylistic choice; it was a statement. It spoke to the inherent contradictions within the Miu Miu brand itself: a sophisticated yet playful spirit, a blend of high fashion and youthful rebellion. The purple hue, rich and opulent, further amplified this duality, suggesting both luxury and a hint of the unconventional.
The effect on the overall presentation was profound. The models, clad in Miu Miu's FW17 collection – a mix of tailored coats, playful knits, and decadent embellishments – seemed to emerge from this unexpected landscape, their garments appearing both in harmony and in striking contrast with their surroundings. The fur, while luxurious, also subtly hinted at a concern for sustainability, a theme increasingly relevant in the fashion world. This wasn't merely a backdrop; it was an active participant in the storytelling, enhancing the collection's inherent narrative.
The show's lighting played a crucial role in emphasizing this interplay of textures and tones. The soft, diffused light highlighted the texture of the fur, creating a sense of warmth and intimacy within the otherwise cold, imposing space. This strategic use of lighting underscored the collection's thematic exploration of contrasting elements – the hard and the soft, the modern and the romantic, the austere and the playful.
Beyond the visual impact, the choice of the Palais d'Iéna itself held significance. The building's history as a site of international conferences and exhibitions added a layer of intellectual weight to the presentation. The juxtaposition of high-fashion with this historically significant location subtly elevated the collection beyond a mere display of clothing, positioning it within a broader cultural context.
Fall Winter 2017 Campaign: Extending the Narrative
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