Miu Miu launches Atheneum, a traveling pop-up that reworks campus classics with irreverent flair, starting in Shenzhen and Tokyo.
Summary
- Miu Miu introduces Atheneum, a new pop-up initiative debuting in Asia.
- The collection refreshes collegiate staples with modern twists and exclusive pieces.
- Stops include Shenzhen, Tokyo, Hong Kong, Osaka, Beijing, and Seoul through fall 2025.
Miu Miu is rethinking the student wardrobe with its new Atheneum pop-up, a traveling concept set to launch September 10 in Shenzhen and Tokyo. The initiative will move across Asia throughout the fall, offering a collection that nods to collegiate dressing while bending its rules.
The pieces mix the order of traditional campus style with Miu Miu’s signature offbeat spirit. There are striped cashmere sweaters, checked shirts, pleated skirts, cropped blousons, and tailored shorts, each reshaped in new fabrics and color combinations. Proportions are either exaggerated or cut short, layered in unexpected ways that bring energy to otherwise familiar silhouettes.
Accessories carry the same play on heritage and irreverence. The Pocket bag line returns alongside versatile backpacks, including a mini backpack created for the occasion. A patchwork leather treatment introduces fresh textures, while newcomers like the Solitaire bag and a bowling style expand the brand’s lineup. Nappa matelassé surfaces throughout, and check motifs tie the accessories back to the ready to wear.
Shoes underscore the collegiate theme. Penny loafers in brushed leather recall mid-century student life, while ballet flats in soft nappa offer a feminine counterpoint. Sneakers round out the selection, designed for comfort and ease in constant motion.
The Atheneum pop-up opens September 10 at Mix City Crossing in Shenzhen and Isetan Shinjuku in Tokyo, followed by Hong Kong, Osaka, Beijing, and Seoul later in the month. The collection will also be available online at miumiu.com in Europe, the US, and select Asian markets, as well as through WeChat in China.
