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Miu Miu's Fashion & Art digital anticipation

Contemporary Art | With its Somebody application, Miu Miu racks up another point in the vast sphere of Fashion & Art collaboration, creating a communication platform of digital anticipation founded not on images but on real links.

Miranda July, Somebody, 2014 (still, featuring Athena Hunter and Lika Bosman) © The artist and Miu Miu
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Miranda July, Somebody, 2014 (still, featuring Athena Hunter and Lika Bosman)
© The artist and Miu Miu

The Fashion & Art strategy of the brand is built on commissions for short films that take as their subject the 21st century woman. Chapter 8 - Women’s tales #8 - is by artist/videographer Miranda July and takes as corollary the Somebody application that allows you to send a « living message » to someone through the intermediary of the living person from the Somebody community who is physically closest to them. Four short films with offbeat humor play on exacerbated expressions of emotion of all kinds, in improbable confrontations that suggest multiple outcomes. Fashion produces and develops a cultural language : here the Miu Miu brand becomes prescriber of a new language that crosses over from the art world into the digital one, with fictional games becoming reality. In resonance with this proposal : the artist Tino Sehgal, who has for years developed a performative body of work playing on oral transmission, an obligatory step for nourishing human bonds.

Virginie Bertrand
Publié le 29/01/2015
Copyright © Observatoire de l'art contemporain - Tous droits réservés
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Miranda July, Somebody, 2014 (still, featuring Athena Hunter and Lika Bosman) © The artist and Miu Miu Somebody - Miu Miu © Courtesy of the artist and Miu Miu Somebody - Miu Miu © Courtesy of the artist and Miu Miu

Miranda July, Somebody, 2014 (still, featuring Athena Hunter and Lika Bosman)
© The artist and Miu Miu

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