🖤 Miu Miu in the ’90s: Where It-Girl Rebellion Met Modern Couture

Because real rebellions sometimes came in miniskirts, satin pumps—and now in beauty contracts too.

In 1993, Miuccia Prada quietly launched something that refused to be polished, safe, or polite. Meet Miu Miu — Prada’s younger, wilder sister who waltzed onto the scene wearing fringed suede and prairie skirts… and never looked back. Fast-forward decades and this Italian enfant terrible is still rewriting the rulebook—now with storefronts in Tokyo and London, mini-skirts made for camera angels, celebrity campaigns, and a beauty line coming at us faster than you can say “rent‑adjacent.”

Intern #7 reporting: Miu Miu isn’t just a brand. It’s a mood, a membership, and the kind of high-gloss heritage that gives you that “I don’t care, but also I do” energy.

Drew Barrymore, S/S 1995 (Ellen Von Unwerth)

Miu Miu F/W 1994

miu Miu F/W 1994

From day one, Miu Miu wielded ‘90s club-kid energy like a secret weapon. While Prada explored philosophy, Miu Miu opted for charm—a brand built on contradictions: bows paired with aggression, kitsch paired with couture. It was a sister born of experimentation, designed to give girls permission to be complicated.

By the mid‑2000s, Miu Miu boutiques in Milan, Tokyo, and New York were cult destinations. The London flagship on New Bond Street is rumored to be worth £250 million—a satin temple to rebellion. Their runway? Pop-up celebrity extravaganza. Paris gave us Hilary Swank and Willem Dafoe walking in tux and tennis skirts. The world stopped, then reposted.

Miu Miu storefront in paris

Miu Miu doesn’t just drop lines—they drop moments. From Chloe Sevigny fronting SS96 to Sunday Rose’s flute-playing still in Spring ’25’s Duets campaign. They’ve even convinced New Balance to latexk neon sneakers and invited contemporary artists to dream soundtracks for their shows. That’s collab culture done with an Italian accent. Once famous for satin and studs, now famous for scent and skincare. Miu Miu launched their first fragrance with Coty in 2015—and in 2024 signed with L’Oréal Luxe for a full-fledged beauty line. Think minis for the vanity and glamour that travels. It’s couture rolling up in lipstick form.

Who is the Miu Miu girl? She’s your best-kept secret with a firestarter zip. She’s the college poet snuck into couture, the night owl wearing micro-skirts at neon parties, the stylist with an agenda under a bow. She’s never safe—and that’s the point.

brand-fan, Rihanna, carrying her Miu miu bag.

mary-kate olsen wears an elizabeth and james dress and carries a miu miu clutch

Doechii brings her fashion A-game at the 2025 BET Awards in a celeb-favorite Miu Miu bandana.

(Image credit: Getty Images)

Now she’s launching makeup. She’s opening new stores. She’s doubling down on her legacy and the girls who will carry on the rep. Because if you thought she was just a trend, darling, you haven’t seen anything yet.