From Her Eyes
See the world, from her eyes.
From Her Eyes
Summer 2026 Campaign Pitch Deck -Miu Miu
Every woman carries a unique aura with her, a personality that can’t be dimmed, a presence that commands attention. Her Miu Miu “From Her Eyes” sunglasses aren’t just an accessory, they are an extension of her. Whether she’s stepping into the boardroom, gliding through Venice Beach on skates, or lighting up a gala, her story unfolds through the lens of her signature pair.
This collection celebrates the many lives she leads in a single day. It’s whimsical yet spunky, playful yet mature, and always noticeable. From ice cream stops to rooftop cocktails, her world is refracted and magnified, from her eyes.
Objectives
To position Miu Miu’s “From Her Eyes” collection as the defining summer accessory for the modern woman, versatile, empowering, and unapologetically bold. The campaign seeks to bridge everyday spontaneity with couture-level elegance, showing that sunglasses can be both a playful indulgence and a signature statement piece. To establish “From Her Eyes” as the must-have sunglass of Summer 2025, capturing the duality of the modern woman’s lifestyle whimsical yet powerful, approachable yet couture, while elevating Miu Miu’s brand equity as a versatile luxury label.
Market Insights & Research
Consumer Behavior
Sunglasses rank among the top 3 impulse fashion purchases for women aged 18–35.
Consumers seek multi-use accessories that transition seamlessly between casual and formal settings.
Gen Z and Millennials are more likely to purchase statement eyewear influenced by lifestyle campaigns that highlight authentic, versatile use cases.
Cultural Pulse
Post-pandemic fashion has embraced “dopamine dressing”, playful colors, bold shapes, whimsical energy.
Sunglasses are increasingly tied to identity expression, often seen as an “armor” item in women’s purses.
Competitive Positioning
Competitors (Chanel, Dior, Prada) lean heavily into aspirational couture narratives.
Miu Miu has the opportunity to carve a niche around versatile whimsy: “From her ice cream cone to her gala gown, Miu Miu frames every moment.”
Cost Analysis (Hypothetical)
Production Costs:
Studio Campaign Photography (hero + lifestyle): ~$250,000
Location Shoots (Venice, rooftop, gala hall): ~$150,000
Styling, models, creative direction: ~$100,000
Post-production & digital assets: ~$50,000
Total Creative Production: ≈ $550,000
Media Spend:
Digital/Influencer campaigns (TikTok, Instagram, Vogue features): ~$1.2M
Print & Outdoor (billboards in LA, NYC, Milan): ~$800,000
PR activations (celebrity seeding, gala launch): ~$450,000
Total Campaign Investment: ≈ $2.5M
Projected Return:
Forecasted +15% uplift in eyewear sales over Q2–Q4.
Long-term brand equity lift by positioning Miu Miu sunglasses as an everyday luxury essential.
From Her Eyes is more than a sunglass collection, it is a movement of presence. It’s about being seen, on her terms, wherever she chooses to shine. With bold visuals, a whimsical narrative, and versatile lifestyle positioning, this campaign will not only sell sunglasses, it will sell the aura of the Miu Miu woman. Every purse has its essentials. For her, it’s always Miu Miu.