Before winning at Sundance for her feature 'Atropia,' filmmaker Hailey Gates created a short film, 'Shako Mako,' with support from Miu Miu. The fashion brand offered resources and financing while remaining creatively hands-off. Although an Afghanistan War satire might seem out of place for Miu Miu, producer Jett Stieger points out that it helps brands engage with consumers through authentic content. The connection between Gates' work and Miu Miu serves as a branding tool, even if consumers are largely unaware of it.
I feel like it creates this cultural halo effect such that, by the time it gets to someone at the store putting down their card, they've been influenced in a way they're not even aware of.
Miu Miu can boast that Gates is just one more in a growing roster of emerging female filmmakers it has supported, even if most consumers will never make the connection between 'Atropia' and the clothing brand.
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