The Miu Miu woman is multi-faceted: sassy, cute, playful, nice, rebellious and even greedy (for cake!) all rolled into one, and therein lies her beauty.

And each facet of her femininity was brought to life through the Miu Miu Type, a special hand-illustrated typography that is specially designed by Paris design studio M/M for Miu Miu’s 2018 A/W collection.

For guests attending its exclusive media event, we created a digital engagement on Wechat that allowed them to customise their own Miu Miu Type story and share it on their social media. As personalised words went out, it didn’t take long before the rest of the fashion scene caught on with us.