- Hailey Bieber and Xiao Wen Ju front Miu Miu's Fall/Winter 2026 "After Dark" campaign, shot by photographer Zoë Ghertner in a rain-slicked, nighttime industrial setting.
- This marks Bieber's third Miu Miu campaign, following her Fall 2019 and Spring 2022 collaborations with the house.
- Styled by Lotta Volkova, the shoot pairs leather, shearling, and lingerie-inspired pieces with the Vivant, Rendez-vous, and Arcadie bags, plus a revived Bubble shoe.
- The campaign, unveiled July 23, lands in the middle of a packed year for Bieber that already includes Gap, SKIMS, and Alaïa.
Miu Miu unveiled its Fall/Winter 2026 “After Dark” campaign on July 23, casting Hailey Bieber and Xiao Wen Ju as its faces.
Shot by photographer Zoë Ghertner against a nighttime industrial backdrop, the images set harsh flash and empty parking lots against soft leather, shearling, and lingerie-inspired tailoring.
Styled by Lotta Volkova under creative directors Miuccia Prada and Christopher Simmonds, the looks move through cropped outerwear, tinted sunglasses, and wet-look hair. The Vivant, Rendez-vous, and Arcadie bags anchor the accessories lineup, alongside a revived Bubble shoe and knee-high boots.
For Bieber, it’s a reunion, not a debut. She previously fronted Miu Miu’s Fall 2019 and Spring 2022 campaigns and has been tied to the label’s pearl-covered slides since they went viral in 2017.
The shoot caps an unusually busy year: she recently launched a limited-edition denim capsule with Gap, made her SKIMS debut fronting the brand’s Everyday Cotton campaign, and picked up her first Alaïa campaign this spring.
Xiao Wen Ju, the Xi’an-born model who became the first Chinese model to front a Marc Jacobs campaign in 2012 and has walked multiple Victoria’s Secret Fashion Shows, has appeared in Miu Miu campaigns and on its runway across past seasons, making her a familiar face for the house.
Miu Miu, meanwhile, keeps a wide bench of famous faces. The brand tapped Gigi Hadid for its own leather goods campaign earlier this year and has counted Olivia Rodrigo, Emma Corrin, and Sarah Paulson among its ambassadors.
Takeaways
Miu Miu isn’t chasing reinvention here; it’s leaning on continuity. Bringing Bieber back for a third round and pairing her with a longtime house regular in Xiao Wen Ju signals confidence in faces that already fit the brand’s world rather than a search for something new.
Ghertner’s after-dark, industrial treatment gives the imagery a harder edge than Miu Miu’s usual girlish register, which is its own kind of statement.
And for Bieber, stacking this alongside Gap, SKIMS, and Alaïa in the same year shows a model who can move from mass-market denim to Milan ateliers without missing a beat.
Does a third Miu Miu campaign deepen Bieber’s association with the house, or does it start to feel repetitive after Fall 2019 and Spring 2022? How does pairing an established insider like Xiao Wen Ju with a bigger name like Bieber change the balance of a campaign’s story?
