Jamie King and Lila Nova in Miu Miu's pre-fall 2017 campaign.

Miuccia Prada knows that the digital age and social media have made photographs and images so ubiquitous in daily life that their value has become incredibly diluted. To an abstract extent, she made it the subject of her pre-fall Miu Miu ad campaign, shot by Alasdair McLellan. According to the release, the concept “is part of an ongoing investigation into the fleeting nature of contemporary images perhaps as a metaphor for the transience of youth.”

Jaime King and Iesha Hodges in Miu Miu’s pre-fall 2017 campaign. 

McLellan shot actress Jaime King and models Samantha Archibald, Iesha Hodges and Lily Nova in a London hotel room, hence the title Room 303, where they’re supposedly prepping for a night out. The look and feel of the shoot is supposed to resemble a colorful, amateur, impromptu photo shoot among friends. Katie Grand styled the shoot putting the fashion focus on embellishment with bejeweled satin pumps, studded saddle shoes, top-handle bags and retro-tinged varsity jackets, embroidered tops and floral dresses.

Jaime King in Miu Miu’s pre-fall 2017 campaign. 

The campaign will run in June issues of Vogue, Harper’s Bazaar and Elle in addition to other titles. 

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