Miu Miu becomes the official partner of the Public Program at Art Basel Paris for the second year running. This year, the brand presents an exceptional performance titled “30 Blizzards.”, by British artist Helen Marten. It’s her first-ever live piece. The performance takes place at the Palais d’Iéna in Paris, from October 22 to 26, 2025.
What to expect
Helen Marten won the prestigious Turner Prize in 2016. She’s represented by Greene Naftali Gallery in New York and Sadie Coles HQ. Her layered conceptual sculptures explore language, identity, and social structures. With 30 Blizzards., she moves into the realm of performance. Sculpture, video, text, music, and dance combine into a poetic theatrical whole. The project was created in collaboration with theatre director Fabio Cherstich and electronic composer Beatrice Dillon.
The piece unfolds within the Palais d’Iéna, where neoclassical architecture creates a contrast with the fragmented, dynamic experience of the performance. Layers of symbolism surround the audience. Language intertwines with movement, noise with silence, control with spontaneity.
Why this partnership matters
Miu Miu has long developed themes of femininity and storytelling. Its Women’s Tales project, for instance, combined short film, fashion, and cultural discourse. Supporting Marten’s performance extends the brand’s artistic scope into interdisciplinary forms of expression.
The brand thus confirms its place not only as a patron of cultural events, but as an active respondent in the dialogue between art and identity. The show reflects Miuccia Prada’s own interest in layered, feminine, and intellectual narratives.
From aesthetics to ideas: Miu Miu’s strategic cultural shift in Paris
For the second year running, Art Basel Paris is positioning itself as a platform that opens up artistic discourse to a wider audience. It does so through a freely accessible public program. Miu Miu doesn’t define itself through this partnership merely as a fashion brand. It acts as an active co-creator of cultural inclusion, extending its reach beyond aesthetics into the space of social dialogue.
Through her move into performance art, Helen Marten shifts her own practice from objects into live situations, where the work and the viewer merge in an interactive language. Her approach breaks down the traditional boundaries between art and society, placing emphasis on immediacy and layered symbolism.
For Miu Miu, this represents a deliberate strategic shift, a move away from conventional commercial positioning toward building intellectual capital through support for interdisciplinary projects. The brand thus reinforces its position as a platform capable of articulating broader cultural and philosophical themes through fashion.
Miu Miu and performance as an emotional catalyst
“30 Blizzards.” is meant to be more than a performance, a hazy, sensory world in which language, image, and body intertwine in an ever-shifting dance. Under Miuccia Prada’s direction, Miu Miu uses this performance to lift the boundaries between fashion, art, and feminine narrative into a new, poetic register. The brand thus confirms its role, not just as a creative sponsor, but as a catalyst for ideas and feelings.
