In recent years, the fashion industry has experienced a shift in collaborations, moving away from partnerships with the visual arts and towards literary partnerships. According to Granata, literature offers a more authentic cultural cachet because it is less connected to a market. Historically, fashion brands have aligned themselves with other arts to enhance their cultural aura and distance themselves from fashion’s association with consumption.
Miu Miu’s literary endeavors are seen as democratizing, as they provide free books in public spaces, eliminating the need for consumers to search, choose, and pay for a book. This initiative proved successful, generating significant media impact value in the first two days after the launch, primarily from social media and online articles. Despite this impact, engaging with the actual content of the books will require more time than a quick social media post.
According to Owen, fashion is primarily an aesthetic pursuit that may incorporate literature but remains somewhat separate from it. The fashion world and its customers are described as being visually literate, with less emphasis on literary input or output compared to other creative industries. At the Miu Miu pop-ups, the branding was prominently displayed on the books and treats, creating a cohesive brand experience for visitors.
