In 1998 she opened Miu Miu's first North American boutique, in Los Angeles.
Miu Miu was in fact an addition onto the original Prada line, and was introduced in 1992 as a lower-priced line aimed at a younger audience. "The Miu Miu line, which shares Miuccia Prada's nickname, emphasizes earthy colors and a less haute couture look, evoking an overall more bohemian style." ("Wikpedia", 2006).
Miu Miu is considered to be the youngest and most dynamic line by Prada. It is known for being a much more fun and innovative label and its womenswear is always lovely, making desirable clothes rarely seen before. In its advertising campaigns, waif-like models are used in 'home photo' poses, in order to add onto this bohemian style. And so, named after its creator's nickname, Miu Miu was introduced as "anti-fashion fashion". The label has a habit of globe-trotting and moved its show to the United States for three seasons starting in 1994. It was in fact one of the first of a number of secondary Italian lines to hop over to New York Fashion Week. In 1997, Miu Miu showed in London for one season before returning again to Milan.
Headquartered in Italy with another location in New York, they have a wide range of clothing and accessories, including everything from slide sandals to trendy flowered skirts and dresses. Miu Miu is considered to be an "accessory-strong brand", who has carved out a significantly separate identity from the main Prada line by associating itself with emerging actors, artists and musicians. Indie stars such as Ludivine Sagnier and Selma Blair have populated its advertisements, and Miu Miu's forthcoming spring campaign is said to be featuring stars such as Kim Basinger and Camilla Belle.
Miu Miu strives to advertise and reach their customers through many different forums, including retail outlets, television, magazines, and online. The reason for this is to allow as many potential customers as possible. Although their main consumer target focus is the younger women demographic (20-30), their designs can be worn by women of basically all ages.
The clothes are stylish and dressy while still remaining classy and conservative. This assists a great deal in their marketing strategy, in that a larger group of women fall into the 'wearable' category than many other designer brands. Many times a brand will focus strongly on a specific age group, whereas Miu Miu seems to have more freedom of choice in that area.
Miu Miu's look is rather upscale, and they use high quality materials to design each piece of clothing. They continuously purposely aim to primarily sell their clothing lines in high-end designer stores, in order to retain the idea of quality. Their designs are sold alongside other famously known designers such as Dolce & Gabbana, Roberto Cavalli, and Versace. Miuccia Prada likes to use a lot of crunchy polyester, parachute nylon, and other synthetic fabrics. As for colors, the Miu Miu line tends to have many different tones of green, browns, white, cream, and black. In her most recent line of Spring/Summer 2006, the Miu