Miu Miu Introduces Pop-Up Initiative Atheneum


Italian women's clothing brand Miu Miu has launched Atheneum, a pop-up initiative that draws inspiration from collegiate style.

Comprising of clothing and accessories (shoes and bags) that challenge the codes of traditional campus dressing, the Pop Up features emblematic pieces from the Fall/Winter 2025 runway as well as exclusive items.

Clothing compries of sporty blousons, striped cashmere sweaters, checked shirts, tailored shorts, jackets and pleated skirts, come in new fabrics and color combinations

Bags comprise of iconic ctyles such as the Pocket bag line, that combines practicality and style with a distinctive, functional design, versatile backpacks - a mini backpack (presented especially for the occasion), as well as a new color patch leather featuring a collage construction and newly introduced from the Miu Miu runway, the Solitaire bag and a new bowling style.

Shoes comprise of brushed leather Penny loafers in rich shades evoke student life in the mid-twentieth century, feminine Nappa ballet flats with a bold yet delicate touch, and comfortable Gymnasium sneakers with dynamism and attitude for life on the move.

Miu Miu's Atheneum pop up launches simultaneously in Shenzhen, China Mainland and Tokyo, Japan, before travelling across Asia throughout the Fall of 2025 with the following schedule:

- Shenzhen, Mix City Crossing, till September 21st
- Hong Kong, Pacific Place, till September 29th
- Osaka, Umeda Hankyu Coto Coto, till September 30th
- Beijing, SKP, from September 26th to October 8th
- Seoul, Lotte Avenue The Crown, from September 26th to October 12th


It will also be live on MiuMiu.com in Europe, Hong Kong, Japan, Korea, Singapore, Taiwan, US and on WeChat in China. Check out the looks from the collection here.

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