Miumiu Spring 2025: Salt Looks Like Sugar

Partnering with artist Goshka Macuga, Miumiu Spring 2025 fashion show launched on October 1st in Paris Fashion Week. Salt Looks Like Sugar, the theme of the show, invests in the concept of the uncertain line between vanity versus truth. The discussion of media, misinformation, and manipulation opens a brand-new viewpoint for the fashion community and triggers the public to investigate in similar experiences through their own gaze. Macuga and Prada, the designer of Miumiu, hope to emphasize the importance of knowing reality without the reliance on media through their bold and experimental designs of Miumiu Spring 2025. 

Miumiu has always been known for its juxtaposition. In this show, Miumiu continues to portray this belief in its designs, with adding unexpected cutouts on traditional clothing, undergarments being worn as outerwear, the paring of western-styled belts with preppy one pieces, and sport wear tops with feminine, ruffled skirts. All these details reflect the designer’s approach: anything is possible, and anything can be challenged. This idea is widely liked by the younger public as this generation is full of new introductions and new breakthroughs. 

“This is the generation of endcore”

Shumon Basar, AuthorBritish writer, Shumon Basar proposes the idea of “endcore” in one of his novels. The concept of “endcore” describes a tendency of the current generation in which previous undoubted facts are being constantly challenged and questioned. This uncertainty brings confusion, insecurity, yet a sense of longing and excitement to our society. The concept of “endcore” is majorly seen in this show. 

Other than this concept of uncertainty, the Miumiu team also presented the inevitable uncertainty of the mass media. With technologies being so advanced, news and information are spread quicker and easier. While this seems positive, the credibility of information has become lower and lower.  Goshka Macuga decided to portray this phenomenon by creating the scene of a large-scale printing press factory. Filled with large amounts of vague-headlined newspapers hanging down from the ceiling and several guests holding them by their seats, the show conveyed a sense of irony where it questions the meaning of newspapers when the information is often false and manipulated. 

The great success of Miumiu 2025 spring fashion show not only brought a brand-new viewpoint to fashion designs, but also conveyed an important message that is prominent for us. Though fashion is becoming truthless and controlled by trends and algorithms, Miumiu stands with those who are willing to challenge the “seemingly truth” pushed by the mass media. Whether it is style or information, Miumiu shows no fear to break rules and question the unquestioned.  The show featured famous global artists such as, Charlotte Cardin, Alexa Chung, Willem Dafoe, MINNIE, Little Simz, Eliot Sumner and Hilary who all sparked the show with . With 20 plus pieces of bold designs, Miumiu proves again to not only be a timeless clothing brand, but also a reflection of the young generation’s voice. 

Notes to Editors:

Further information:

Please contact Tara Wang, Editor, University Art of London

Telephone: 0000

Email: t.wang@gmail.con

High-resolution images available upon request.