13th January 2012
After the last Miu Miu ad was banned for featuring 'dangerous images' of 15-year-old actress Hailee Steinfeld, it's no wonder the label has decided to go in a different direction.
The new campaign sees Alice in Wonderland star Mia Wasikowska, who has been signed up as the new face, in a slightly less controversial pose.
The 22-year-old shows off the new collection against a plainer backdrop.
Mia has made a name for herself starring in Tim Burton's 3D film as well as playing Jane Eyre last year.
She has also been a fixture on the fashion scene, attracting attention for her quirky style.
The Australian star was pictured on the front row of the Miu Miu show last season - a clue she was the next big thing for the brand, owned by Prada.
In 2010, Mia Wasikowska beat stars including Robert Downey Jr. and Daniel Racfliffe in Forbes annual list of the highest grossing actors of 2010.
Wasikowska's movies, including Alice and critically-acclaimed comedy The Kids Are All Right, took a staggering $1.03billion at the global box office.
She replaces Hailee, whose ad was banned by the Advertising Standards Authority after it received a complaint that it was ‘irresponsible’ because it was suggestive of youth suicide.
The watchdog rejected the concern, but ruled the image broke industry codes because it showed a child in an unsafe location.
After the last Miu Miu ad was banned for featuring 'dangerous images' of 15-year-old actress Hailee Steinfeld, it's no wonder the label has decided to go in a different direction.
The new campaign sees Alice in Wonderland star Mia Wasikowska, who has been signed up as the new face, in a slightly less controversial pose.
The 22-year-old shows off the new collection against a plainer backdrop.
Mia for Miu Miu: Mia Wasikowska is the new face of Miuccia Prada's label
She has also been a fixture on the fashion scene, attracting attention for her quirky style.
The Australian star was pictured on the front row of the Miu Miu show last season - a clue she was the next big thing for the brand, owned by Prada.
Next big thing: The Australian star was also pictured on the front row of the Miu Miu show last season
Wasikowska's movies, including Alice and critically-acclaimed comedy The Kids Are All Right, took a staggering $1.03billion at the global box office.
She replaces Hailee, whose ad was banned by the Advertising Standards Authority after it received a complaint that it was ‘irresponsible’ because it was suggestive of youth suicide.
The watchdog rejected the concern, but ruled the image broke industry codes because it showed a child in an unsafe location.
Banned: Hailee Steinfeld's ad for Miu Miu was banned after it was deemed 'irresponsible'
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