EXCLUSIVE: Miu Miu Launches Summer Reads Cultural Project
MIU MIU’S TAKEOVER: Further advancing Miu Miu’s cultural approach, the brand is launching a new project dubbed Summer Reads, taking place Friday and Saturday in key cities around the world: Milan, Paris, London, New York, Seoul, Shanghai, Hong Kong and Tokyo.
The Italian brand is taking over and customizing existing newsstands or newly constructed locations, where visitors will be gifted copies of two out of three classic works: “Forbidden Notebook” by Alba de Céspedes; “A Woman” by Sibilla Aleramo, and Jane Austen’s “Persuasion.”
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This new initiative follows Miu Miu’s inaugural Literary Club “Writing Life,” a two-day event spotlighting the work of the late Italian writers and poets Aleramo and De Céspedes during the Salone del Mobile in Milan in April. As reported, the goal was to promote literature and the arts with a schedule of talks, readings and live music performances to evoke the spirit of literary salons and artist collectives of yore. Conversations centered on the two landmark books by these authors, exploring women’s position in society, from motherhood to work, wrapped in a special Miu Miu packaging, and available at the event.
Summer Reads is in sync with Miuccia Prada’s wish to create a space for ideas and conversation around emancipation and women’s empowerment with the Miu Miu brand — in addition to directional and innovative collections.
In this vein, for example, the Miu Miu Women’s Tales, the series of short films introduced in 2011, have been allowing women directors to speak up and offer their points of view, remaining one of the only consistent commissioning platforms exclusively for female filmmakers.
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