Miu Miu brings Tales & Tellers to Shanghai after Paris and New York

Shanghai is where Miu Miu turns a cultural program into a brand engine. With Tales & Tellers set for June 6 and 7 at the Shanghai Exhibition Center, plus a special preview on June 5, the house is not simply staging another fashion event. It is using cinema, art and performance to deepen its grip on China, where a strong cultural proposition can matter as much as the clothes on the rack.

That is the point of the third edition. After its debut in Paris in October 2024 at the Palais d’Iéna, where it ran alongside the Art Basel Paris public program, and a second stop in New York on May 10 and 11, 2025, Tales & Tellers has become more than a traveling installation. In Shanghai, Miu Miu is treating the project like a reset, not a replay, and the setting makes that clear. The brand is opening registration through the Miu Miu Club WeChat mini-program on May 22, a reminder that the audience is as digitally fluent as it is style-conscious.

Miu Miu describes Tales & Tellers as sitting at the intersection of fashion, cinema and art, and the formula is deliberately layered. The project is conceived by artist Goshka Macuga, convened by Elvira Dyangani Ose and directed under Miuccia Prada, with theater and opera director Fabio Cherstich also involved. That creative team gives the project the feel of a cultural commission rather than a retail activation, which is exactly why it travels so well. It can live in a museum-adjacent space like the Palais d’Iéna in Paris, then reappear in New York, then scale again in Shanghai without losing its identity.

The source material feeding the installation is equally important. Miu Miu says Tales & Tellers draws on Miu Miu Women’s Tales, the brand’s longest-running commissioning platform for female-led short films, launched in 2011 and now spanning more than 30 unique episodes over 15 years. It also pulls from artistic interventions tied to runway shows from Spring/Summer 2022 through Spring/Summer 2025, which ties the project back to the collection calendar without reducing it to one. The result is a living archive of female creativity, one that lets Miu Miu keep converting cultural capital into global relevance.

Shanghai matters because it is the place where that strategy gets read most clearly. This is not Miu Miu borrowing art for atmosphere. It is Miu Miu building a durable cultural platform, with China as a central audience and Shanghai as the city that can make the message feel current, desirable and commercially potent at the same time.