Creativity, Fashion, Art and Marketing: The Case of the Miu Miu Brand in the Construction of the Discourse of Contemporary Fashion Brands

This scientific article analyses the link between creativity, fashion, art, and marketing in the construction of the discourse of contemporary fashion brands, with an emphasis on the influence and contributions of the Miu Miu brand. The integration of these areas - art, fashion, photography, film, technology, and design - enables them to exchange and collaborate, diluting borders and expanding horizons. One of the great challenges of this alliance is finding a balance between creative innovation and what the consumer is looking for. Through a literature review and in-depth analysis of a case study, the challenges, and advantages of this strategy in the context of the fashion industry are investigated. The research reveals that the association of creativity, fashion, art, and marketing offers brands the opportunity to differentiate themselves in the market, allowing them to express their identity authentically and create visual impact as well as notoriety. This link also allows them to create unique experiences for consumers and establish lasting emotional connections. On the other hand, however, challenges are identified, such as finding a balance between creative innovation and what the consumer is looking for. In the light of the Miu Miu brand’s journey, this research highlights the importance of bringing together fashion, arts and marketing professionals and academics, providing relevant information on how to use creativity and art as optimised tools for building successful contemporary fashion brands.