Miu Miu to move creative office to Paris

Italian fashion brand Miu Miu is to move its creative offices to

Paris. Miu Miu, which is part of the Prada Group and affectionately named after its creative director Miuccia, has favoured the Paris for its catwalk presentations and now will see its headquarters follow, according to Italian newspaper La Stampa.

Miu Miu is pushing its international presence, which includes plans for development in China, where the group has recently opened two new boutiques at the Charte Shopping Center in Changchun. Last month Miu Miu opened a flagship store in Seoul, South Korea.

According to La Stampa, Miu Miu accounts for 5 percent of Prada Group's revenues and the brand's results have been below expectations, “therefore the transfer of the designers' seat to Paris should serve as a driver for its performance”.

The move would also be in line with group head Patrizio Bertelli’s desire to create two major design centres - one in Hong Kong where Prada is listed, and the other in Paris, the report added.

The brand will maintain its administrative offices in Italy.