by HOU Ruining
A crystal-studded "apron" priced at 152,000 yuan (about US$21,000) has stirred heated discussion on Chinese social media after shoppers said they spotted the piece on sale in a shopping mall.
The garment is part of Miu Miu's 2026 spring-summer collection. Presented in Paris under the theme "At Work," the show was led by creative director Miuccia Prada and sought to explore the value of women's labor through fashion. Aprons, framed as a universal symbol of work, were reimagined across settings ranging from domestic life to industry, caregiving and artistic practice.
Reaction was swift and polarized. Some commentators described the design as a provocation that "puts housework on the runway," while others dismissed it as something that could be bought cheaply at a local market. The controversy, however, translated into attention. Industry figures cited by Chinese media suggest Asia pre-orders for the apron-style dress rose about 35%.
Founded in 1993, Miu Miu is a core growth driver for Italy's Prada Group. The brand generated 1.228 billion euros in retail sales in 2024, accounting for nearly a quarter of the group's revenue.
For the first nine months ended September 30, 2025, Prada Group reported net revenue of 4.07 billion euros, up 8.9% year on year. On a constant-currency basis, retail sales at the Prada brand slipped 2%, while Miu Miu surged 41%, lifting overall retail growth to 9.3%.
Some analysts, however, expect momentum to cool. In a December 2025 note, Citi said Prada Group's fourth-quarter sales rose 6% at constant exchange rates but fell 1% on a reported basis. It projected Miu Miu growth of about 20%, down from 29% in the previous quarter, and trimmed its target price to HK$52, maintaining a neutral rating.
Macquarie struck a more optimistic tone, arguing that concerns over a slowdown are overstated after roughly 150% growth over the past two years. Factoring in currency headwinds, the bank slightly lowered profit forecasts but kept an outperform rating, with a target price of HK$59.
