MIU MIU Launches Global Pop-up Initiative 'Atheneum'

By The Fashion Editorial Team

The global fashion brand invites you to experience its latest pop-up, Antheneum – a celebration of collegiate style with an irreverent twist. Dedicated to Athena, the goddess of wisdom, this immersive campaign takes over Shenzhen, China Mainland and Tokyo, Japan before traveling across Asia throughout Fall.

Drawing inspiration from classic collegiate style, Atheneum presents bold graphics, vibrant colors and richly textured fabrics that blend tradition with youthful attitude. The autumnal collection offers pieces that are both discreetly rebellious and unapologetically expressive. Emblematic designs from Miu Miu's Fall/Winter 2025 runway show make their debut at Antheneum, alongside select new creations made exclusively for this pop-up initiative. Iconic styles include sporty blousons adorned with metallic accents, striped cashmere sweaters in oversized proportions, checked shirts reimagined as statementwear items, tailored shorts cut to perfection, jackets layered over pleated skirts for added drama.

Miu Miu launches the Fall/Winter 2025 collection through global pop-up initiative, 'Antheneum' (Images courtesy of Miu MIu)

Within the world of accessories, iconic styles like the Pocket bag line combine practicality and style with its distinctive functional design. Versatile backpacks, such as the mini backpack, are offered in rich leather with a collage construction that echoes classic collegiate aesthetic. Nappa matelassé adds richness to the offering, while check motifs echo the fabrications of traditional campus wardrobing. Accessories complete the look: penny loafers evoke student life in the mid-twentieth century, nappa ballet flats offer a feminine yet bold touch, and gymnasium sneakers ensure comfort, dynamism, and attitude.

Visit Miu Miu's pop-up locations worldwide for an unforgettable shopping experience inspired by the rebellious spirit of youth culture.

Shenzhen, Mix City Crossing, September 10th to 21st

Tokyo, Isetan Shinjuku, September 10th to 16th

Hong Kong, Pacific Palace, September 12th to 29th

Osaka, Umeda Hankyu Coto Coto, September 24th to 30th

Beijing, SKP, from September 26th to October 8th

Seoul, Lotte Avenue The Crown, from September 26th to October 12th

The Atheneum pop up will also be live on MiuMiu.com in Europe, Hong Kong, Japan, Korea, Singapore, Taiwan, US and on WeChat in China.