Lucca Lutzky

Role: director



New Balance x Miu Miu 2024 Campaign

New Balance and Miu Miu team up again for a new collaboration, now with a design based on the iconic New Balance 530 running shoe. Peris Adolwi, Julie Hoomans and Florine Wildeboer star in the accompanying still and moving image campaign. Stolen moments are captured against a domesticated background - white walls, blank phone screens and crumpled white sheets – onto which viewers are invited to project their thoughts and dreams. The mood is intimate, relaxed, playful, from movement and gesture to shoes and clothes. Launched in 1992, the New Balance 530 was originally conceived as a performance shoe. Its minimal design and luxurious suede, leather and mesh fabrication, made it a cult sneaker lovers' favorite. True to the Miu Miu spirit, this interpretation of the model is deconstructed: a classic is disrupted, its proportions reinvented with the introduction of an ultra-flat sole. The sneaker’s name - the 530 SL - is drawn from the fact that it is also super light. Two versions of the shoe are presented, one in distressed suede in a warm, natural color palette and the other in unprocessed suede and mesh in classic black and white. The effect is lived in – aged. Laces come in a variety of materials including leather and sailing cord. Those wearing the New Balance X Miu Miu 530SL are invited to choose between them, to adapt them to their personal style. In each case, comfort, character, confidence and ease are paramount as the heart and history of both names come together seamlessly. Cast: Peris Adolwi, Juli Biko, Julie Hoomans, Florine Wildeboer

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