Norfolk’s Houghton Hall is a place of architectural intrigue and faded baroque opulence, making it a natural choice for Miu Miu’s Fall Winter 2016 campaign video.
Directed by Alisdair McLellan, the short film ‘Found Narratives’ explores the relationship between modernity and heritage, playful abandon and female-driven purpose. Amanda Seyfried leads a cast of characters as they explore the estate’s grounds and decorative interiors, engaging in different games along the way. This is about as far away from “on Wednesdays we wear pink” as it’s possible to get, Seyfried is a vision of girlish elegance as she swans about the house: think a modern Marie Antoinette with slicked back hair.
The campaign is McLellan’s debut for the brand and includes many of the brand’s signature tropes; a subverted interpretation of classic style and tradition, imagination and youthfulness. The tone is coquettish and flirtatious and the glamour relaxed and playful. Mega luxe with lots of side eyes.
Whilst most of us might choose to leave our pearl encrusted sliders at home when we play badminton, the Miu Miu woman does not: she approaches dressing as an opportunity to break the rules, to be novel, forward thinking and distinctly irreverent – “carefree but not careless”. Basically she’s everything we want to be.