Vitello Soft Tote

The birth of the label **Miu Miu** in **1993** marked a conscious break with the often intellectual and minimalist style of its parent brand **Prada**. It was founded by the fashion icon **Miuccia Prada** herself, who simply lent the label her childhood nickname. From the very beginning, Miu Miu was conceived as a kind of creative outlet, a stage for **Miuccia's** own, more personal and spontaneous vision, which she herself referred to as her **"bad girl label"**. Since then, the style has been deliberately **avant-garde, provocative**, and always a little more **naive** and cheeky than its older sister brand. Miu Miu targets a **younger audience** that understands fashion as an expression of freedom and unconventional **individuality**. In its early years, the brand quickly gained recognition through supermodels like **Kate Moss**, who perfectly embodied the feminine, rebellious, and slightly extravagant look. After a few quieter years, Miu Miu has experienced a spectacular **comeback** since 2020, fueled by viral designs such as extremely short **mini skirts** and modern interpretations of classic ballet flats. Today, the brand, which remains wholly owned by the **Prada Group**, is considered one of the **most coveted luxury brands** in the world, particularly among **Generation Z**, combining the highest Italian craftsmanship with a bold, **instinctive style** that perfectly captures the current zeitgeist.