Today, Italian fashion house Miu Miu released a fascinating and addictive mobile app called Miu Miusic, that lets users make their own videos using clips from the brand's latest collections and runway shows. Fans can pick the clothes and accessories they’re interested in, select a unique graphic design pattern (or "mood," as they're referred to in the app) and one of 10 custom soundtracks from famed fashion-show music producer DJ Frédéric Sanchez, to create a short, 20-second film. Once you find the elements and mix you like best, it can be saved and shared across all social media platforms.
Not only is it a blast for the user, it’s a clever stroke of branding genius as these crowd-sourced little gems should be popping up in your social feeds sometime soon. Miuccia Prada’s label states that the goal of the app is to “unlock the shape-shifting world of Miu Miu,” and it does just that, creating one of the most intimate, interactive experiences you’ll ever have with a digital fashion catalog.
It’s also a great complement to the brand's 2014 app, Miu Miu Women’s Tales, which is an on-going project of commissioned short films by emerging women directors such as performance artist Miranda July and actress Zoe Cassavetes.
