Miu Miu has cast Hailey Bieber alongside Chinese supermodel Xiao Wen Ju in its Fall/Winter 2026 campaign, a move that pairs one of fashion’s most photographed women with the house’s signature brand of intellectual sensuality. The campaign, shot by Zoe Ghertner, marks Bieber’s first major campaign with the Prada-owned label and signals a continued evolution of Miu Miu’s casting vocabulary toward figures who embody both cultural reach and a specific, offbeat elegance.
Bieber appears in the campaign images wearing Miu Miu’s fall silhouettes — the lowered waistlines, the sheer layered knits, the accessories that walk the line between schoolgirl and subversive — with a directness that suits Ghertner’s unsparing lens. The casting plays on the tension between Bieber’s California ease and the collection’s distinctly European, intellectual mood: a juxtaposition that runs through the campaign’s visual narrative.
Xiao Wen Ju, a longtime Miu Miu collaborator and one of fashion’s most respected models, provides the campaign’s anchor — her signature composure balancing Bieber’s more casual energy. The dual-casting approach mirrors Miu Miu’s broader strategy of pairing established house faces with fresh personalities, creating visual conversations across generations and markets.
Zoe Ghertner’s photography, known for its unflinching intimacy and muted color palette, provides the campaign with a texture that feels both luxurious and unsettled. The images avoid the polished perfection of traditional luxury advertising in favor of something more ambiguous — a quality that has become Miu Miu’s signature under Miuccia Prada’s direction.
