Last year, a series of literary pop-ups were peppered across cities like Milan, Paris, London, New York and Seoul. Bow-adorned attendees snagged literary classics from authors like Alba de Céspedes, Sibilla Aleramo and Jane Austen, which were similarly tied with ribbons around their branded book jackets. Aside from igniting a wave of FOMO from excluded cities, the public event aimed to spark thought and community through the written word. And the humble host? Miu Miu. There were no Miu Miu products sold on-site, just free books.
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Clara Feldman, the chair of Blank Rome’s luxury law practice and an attorney for high-end brands like Baccarat and Rick Owens, shares that this sort of brand evolution is becoming increasingly common. “Brands, especially niche ones, are trying to attract a multi-faceted type of audience,” she says.
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"Join the Club," by Caelan McMichael was published in the Winter 2026 Edition of FASHION Magazine.
