Miu Miu
Prada Group · Italy
Miu Miu is an Italian luxury womenswear label founded by Miuccia Prada in 1993 and owned by the Prada Group. Named after her family nickname, it has become one of the fastest growing brands in luxury, with sales rising sharply in 2023 and 2024.
| Founded | 1993 |
|---|---|
| Founder | Miuccia Prada |
| Owner | Prada Group |
| Headquarters | Milan, Italy |
| Shows | Paris Fashion Week since 2006 |
| Segment | Luxury womenswear |
| Website | miumiu.com |
What is Miu Miu?
Miu Miu is the second fashion brand of the Prada Group, alongside Prada, Versace, Church's, Car Shoe, Marchesi 1824 and Luna Rossa. The group describes it as the most unrestrained expression of Miuccia Prada's creativity, aimed at an independent and self-aware woman. The brand is based in Milan and its name comes from Miuccia Prada's family nickname.
History
Miu Miu was established in 1992 and launched publicly in 1993 with a collection of fringed suede jackets and patchwork prairie skirts. It moved its womenswear shows to Paris Fashion Week in 2006 and has shown there since. In 2011 it launched Miu Miu Women's Tales, a series of short films commissioned from female directors, and in 2020 it introduced Upcycled by Miu Miu, a line of reworked vintage garments.
Products and positioning
The brand covers women's ready-to-wear, bags, shoes, accessories, eyewear and fragrance. Its style mixes a naive, raw elegance with a rebellious attitude, often playing with school uniforms, knitwear and deliberately awkward proportions. Miuccia Prada remains its creative lead, while the Prada Group manages operations.
- Ready-to-wear and runway collections shown in Paris
- Leather goods and footwear
- Eyewear under licence with Luxottica since 2003
- Fragrance, first launched in 2015 with Coty
Business model and distribution
Miu Miu sells mainly through its own boutiques and e-commerce, with stores in major cities in Europe, Asia, North America and Australia. Eyewear and fragrance are produced under licence. The brand has become an important growth engine for its parent: full-year sales rose 82 per cent in 2023, reaching €753 million, and grew by around 97 per cent in the first nine months of 2024, well ahead of the wider group.
Why it matters
Miu Miu is a rare example of a second line that has grown into a leading brand in its own right. Its rise among younger customers shows how strong creative direction, cultural projects and tight control of distribution can revive a label without heavy discounting, and it has changed the balance of the Prada Group's portfolio.
Frequently asked questions
Who owns Miu Miu?
Miu Miu is wholly owned by the Prada Group, the Milan-based luxury group listed in Hong Kong. It was founded by Miuccia Prada, who continues to lead its creative direction.
Is Miu Miu a luxury brand?
Yes. Miu Miu is a luxury womenswear brand sold through its own boutiques and website. It shows its collections at Paris Fashion Week and has become one of the fastest growing labels in the luxury sector.