Miu Miu's Holiday 2026 campaign puts Gigi Hadid in a grand townhouse with bears, rabbits and geese. Tina Barney shot it, and the toys were made for the occasion.
Somewhere in a grand townhouse, a goose is being treated like a dinner guest, and Gigi Hadid appears to be fine with that. That’s the Miu Miu Holiday 2026 campaign in one image, and it’s more fun than most holiday ads manage by December.
Hadid leads the cast, joined by Louisa Jacobson and XiaoWen Ju, with Crystal Fish, Georgia Martin, Momo and Nyla Singleton rounding out the group. Miuccia Prada is behind the creative direction. The setting is what Miu Miu calls an Uptown fairytale: polished wood, fir branches and soft winter light, in rooms that look like they’ve hosted a lot of Decembers.
A photographer who knows her way around a living room
Tina Barney shot the stills, and the casting of the photographer fits the brief. Her interest is in domestic spaces, and here she has the cast moving through antique furnishings, decorative objects and festive greenery. The effect is old money and long-standing ritual, lit gently enough that you notice how the people, the rooms and the clothes relate to each other. Think less red-carpet glamour, more the cousin who arrives late in a leopard-print coat and somehow runs the evening.
That coat is real, by the way. Voluminous leopard-print shearling is in the lineup, alongside nylon jackets and satin slip dresses. Lotta Volkova does the styling, and her method is to mix formal pieces with everyday ones and pair materials that don’t obviously belong together. So Upcycled by Miu Miu knitwear sits next to embroidered silk dresses. Grey suits and flannel borrow from masculine uniforms and country clothing. Zip-front blousons, polished leather and utilitarian cotton canvas separates, worn over sequined bralettes, send workwear into the evening.
On the feet, Miu Miu keeps it recognizable with loafers and ballerinas. Bags include the Beau, Vivant and Arcadie in smooth leather and crocodile-embossed calfskin, plus the Wander in red and silver. Eyewear, hair accessories, mittens, hats, scarves and jewelry fill out the gifting side of things.
The real scene-stealers have button eyes
Then come the animals. Plush bears, rabbits, geese and others, made by Miu Miu specifically for this campaign, turn up in the models’ arms. The cast treats them as cherished guests, and the formal townhouse absorbs them without a flicker of protest. It’s a neat joke on the whole idea of refined domestic life: the house is serious, the company is stuffed.
For anyone who tracks how Miu Miu likes to play, this is on brand. The label’s identity rests on unconventional styling, and the toys do for the campaign what the grey flannel does for the sequins. They break up the polish. A tidy room with a rabbit in it is no longer entirely tidy.
Now with movement
The campaign also runs as a short film, directed by Emilie Blichfeldt. It pursues the same mix of ceremony and what the campaign describes as playful disorder, letting the characters and their unusual companions interact around the townhouse. Christopher Simmonds handles art direction across the project, pulling Barney’s photography, Volkova’s styling and Blichfeldt’s film into one portrait of Uptown life where formal traditions meet humor.
For fans, the draw is easy to spot. Hadid at the head of the table, a photographer with a feel for family rooms, a stylist who loves a clashing texture, and a cast of plush geese that looks suspiciously like the future of gift wishlists. The toys were made for the occasion, and the details here suggest they’re part of the story rather than props.
The campaign gives the holiday season what it usually lacks, which is a sense of humor about itself. The tree is up, the silver is out, and a bear has taken the good chair.
Via DSCENE
