Her name may not mean anything to you, but Meriem Bennani is the Moroccan artist behind the campaign video for the Italian house Miu Miu; little sister of Prada.
For the first time in the history of Paris fashion week, a Moroccan artist has taken charge of the artistic direction of the show of a major fashion house.
If the theme of the Spring/Summer 2022 collection of the Italian brand Miu Miu, little sister of Prada, was to use the existing to create the new, the artist Meriem Bennani brilliantly knew how to echo it by mixing real and virtual in a breathtaking scenography.
In the heart of the Palais Iéna, in Paris, screens have been installed along a serpentine podium, facing the public.
Behind this artistic creation, we find Meriem Bennani, an artist from Rabat, a graduate of ENSAD in Paris, who lives and works in New York. Sculptor and draftsman, she is above all what is called a multimedia artist. In three exhibitions, including one at MoMA in New York in 2016 or even at “L’Art Dubaï” a year later, she has made a name for herself as a playful, even funny artist who likes to use humor in his creations.
His signature, already recognizable in the Miu Miu campaign video, managed to make even those whose Darija is an unknown language laugh.
In addition to this video, the actual staging of the parade was designed as an artistic installation by Meriem Bennani.
Taking control of the live broadcast of the parade on her screens, Meriem Bennani integrated into these images filmed live a series of cinematographic artistic interventions featuring fictitious reactions from a fake audience at each passage of a silhouette.