Miu Miu (缪缪) has brought its Tales & Tellers exhibition to Shanghai, making the city the third global stop after Paris and New York. Held at the Shanghai Exhibition Center, the exhibition combines fashion, film and contemporary art around Miu Miu’s long-running Women’s Tales initiative.
This latest Shanghai edition expands on the foundation by incorporating works created by seven female artists for Miu Miu runway shows between Spring/Summer 2022 and Spring/Summer 2025. Film, installation and fashion are then presented side by side, creating what the brand describes as a broader network of female storytelling.
Tales & Tellers doesn’t run on a traditional exhibition format. Instead of silent browsing, visitors move through the space alongside performers, and the exhibition unfolds through encounters, conversations and shifting viewpoints. It’s more of a participatory experience.
Miu Miu has also adapted the project to its setting – The Shanghai Exhibition Center. It’s a landmark venue in the city, one that provides a backdrop of architectural and cultural history and, for the brand, a very tangible sense of place. None of this has gone unnoticed…
The Dao view: Tales & Tellers Shanghai is a bid for cultural stickiness
The opening attracted a number of Chinese celebrities, including actors Zhao Jinmai (赵今麦), Liu Haocun (刘浩存), Li Gengxi (李庚希), singer-rapper Li Sidani (李斯丹妮) and singer Wang Yuan (王源). While hard engagement figures have not been publicly disclosed, the exhibition generated significant visibility through a combination of celebrity attendance and Chinese fashion-media coverage.
The exhibition reflects Miu Miu’s continued investment in cultural programming that extends beyond fashion. Rather than placing products at the centre, Tales & Tellers positions storytelling itself as the attraction, with women’s voices remaining the project’s defining focus.
This is important because Chinese luxury consumers are becoming more selective. Brands are finding that cultural capital can be just as valuable as celebrity endorsements. By giving women a platform, Miu Miu is sharpening a reputation as a cultural producer rather than a conventional luxury advertiser.
