SAINT International's newest breakout model Jessie Craig is a Miu Miu girl!
The Jamaican beauty from Spanish Town, St Catherine, beguiles as one of three faces for the Italian luxury brand’s newest advertising campaign for its Prelude 2025 collection.
Prelude 2025 debuted on Thursday (January 2) across multiple platforms online, in-store, and on visual boards across the globe.
Craig was featured alongside Chinese model Xiaohan Chen and Argentine national Ro Pinheiro for the high-end fashion assignment.
The Jamaican model is one of the newest models for Miu Miu, a rapidly expanding brand in the luxury fashion market, which raked in €854m in global sales last year. (Photos: Contributed)
It's a crowning achievement for Craig, who, three months prior, booked Look 54 for the brand’s Spring/Summer 2025 show in Paris.
‘The opportunity to shoot my first luxury brand campaign was thrilling’, a justifiably animated Craig told Loop News.
‘It's an inspiring moment I'll always remember. I found out I was booked for the Miu Miu Prelude project when I was in London last October and remember saying to Jill, my apartment manager, how excited I was to shoot this brand as I've seen their layered style of outfits.’
Shot in Milan, Italy back in November by photographer Alessio Bolzoni, the campaign –- featuring Miu Miu's raw cuts and dynamic tailoring of blousons, pleated miniskirts, and single-breasted jackets –- was directed by Edward Quarmbyand, styled by Lotta Volkova, who has a long history of working with SAINT models.
Lensed in Italy last November, the on-the-rise stunner was styled in multiple Miu Miu looks for the luxury brand’s new offerings of pleated miniskirts, jackets and blousons. (Photos: Contributed)
Already, Craig is squarely on Team Lotta. ‘Working with her was great. Her creative approach brought a unique energy to the project and she’s just the sweetest,’ Craig raves.
‘I have fallen in love with Miu Miu as it's a very unique brand that gives a mix of youthful fun and modern sophistication, and I really respect how Lotta delivered her special touch to the collection.’
Before Craig’s new campaign, SAINT's Nigerian model Tomiwa co-fronted Miu Miu's Spring/Summer 2020 advertising campaign alongside supermodel Bella Hadid.
Contrary to the general slowdown of sales in the luxury market, Miu Miu, which falls under The Prada Group, has bucked the trend and seen its sales delivering a major uptick globally. Vogue Business recently reported that Miu Miu's 2024 revenues rose 105% year-on-year, for the financial third quarter under review to September 30, which netted growth of €854 million for the brand, and € 3.83 billion net revenue for the Group. Japan and The Middle East account for its biggest sales markets. Miu Miu launched in 1993 and was named after its founder Miuccia's childhood nickname. It began as a diffusion line that was more affordable than the Prada range and addressed a younger audience.
Craig remembers her introduction to Miu Miu on the last day of Paris Fashion Week last October.
She was joined by two other SAINTS, Dru Campbell and Sanique Dill in the model cast that also included Academy Award-winning actress Hillary Swank and Academy Award-nominated actor Willem Dafoe, who closed the show.
‘It was reassuring to be in the show with Dru and Sanique,’ she reflected. ‘Sharing the experience with my two SAINT sisters brought joy and comfort. We were always together backstage unless we had to go and do hair and makeup. And, knowing our agent Deiwght Peters was backstage, made us really happy.’
After the two-day ‘Prelude’ collection shoot, the SAINT disclosed her Milan stay was extended so she could maximize her time there. ‘I went on to shoot different projects for Miu Miu for like a week.’
Set to depart the island this week for work obligations in Europe, the rising fashion model – signed to Elite Paris, Monster Management in Milan and The Squad Management in London – looks to build upon the lessons learnt from her Fashion Week debut.
Craig kickstarted her career with an exclusive booking by SAINT CEO Deiwght Peters for the Valentino Spring/Summer 2025 show and had the honour of closing the show.
‘I learned the importance of patience and staying focused and positive alongside the excitement. Pops (Peters) was there every step of the way, and I also realised you need someone like him who believes in you from day one,’ the 20-year-old explained.
‘Going into the next fashion month cycle, I'll carry the lessons of trusting and believing in myself more and embracing every opportunity that comes along, no matter how challenging.’
Speaking further, the frequent flier said: ‘I enjoy being in Europe because it’s a mix of culture, history, and atmosphere. It's also a great place to start your career as a new model. Each city has its own vibe going on and there’s always something new and thrilling to discover. As for learning new languages, Duolingo has been my friend. This app can help you learn any language you’re short on, even if it’s [just] a phrase.’
Cluing us into her New Year's resolutions, Craig vowed, ‘I'm determined to push my limit and grow both my career and personal life. I plan to stay disciplined, work hard, be positive, and be present for wonderful opportunities while also taking time to rest and reflect. I am excited for greater things to come. 2025 will be special.’
