Hi! My name is Dani and I am the founder of Miufu - welcome to the first diary entry :)

A bit about me, I have always been a very visual thinker. I love storytelling, movies, and of course fashion. When thinking about the collection, I started to picture a scene. A moment in time, when the sun was finally out after the long cold winter. There is a young woman in, her mid-late twenties getting ready, choosing her outfit, going to work, meeting with her friends, all of this with a catchy song in the background, reminiscent of a 2000s romcom.

Big influences have been Devil Wears Prada, How to Lose a Guy in 10 Days, The Holiday, Made of Honor, etc… when growing up these movies always offered me a view of “becoming an adult” as being fun, sexy, adventurous, and unapologetically feminine as well as ambitious and romantic. I wanted to recreate this feeling with the first miufu campaign. All of these feelings that the American movies projected, but making it more personal and taking place in London - the city where I chose to live my “young adulthood” chapter.