MiuMiu New Release Draws Parallels to Sichuan and Chongqing ‘Old Aunty Shoes’ Consumers Tease: ‘More Money for the Brand Name Alone’

Italian luxury brand MiuMiu recently launched a women’s knit mule shoe priced at approximately HK$11,235. Upon its release, the shoe quickly drew comparisons to traditional warming cloth shoes called ‘Old Aunty Shoes’ in Sichuan and Chongqing regions due to its similar appearance. Many internet users joked, saying, “This looks like what my grandma knitted.” Some even pointed out that “It’s worth over HK$9,500 just for the brand name alone.”

MiuMiu, an Italian luxury brand, has stirred controversy with its recent introduction of a women's knit mules, selling for 9,550 yuan (approximately 11,235 Hong Kong dollars) on its Chinese online platform. The new product sparked heated debates on social media, with many netizens mocking its striking resemblance to traditional knitted boots, locally known as "jiboba shoes," commonly handwoven by elderly people in Sichuan and Chongqing. These shoes, made of cotton with added fur for warmth, are known for their snug fit and comfort, especially for older people during winter. These handwoven shoes, referred to as 'jiboba shoes,' gained popularity in Sichuan and Chongqing where they are traditionally worn by elders for warmth and comfort. They are so named because in local dialect, the term 'jiaobo' refers to a hen sitting on eggs. Despite the resemblance, MiuMiu officials have defended the design, stating that the shoes are made of fabric and designed for comfort and lightness, though they admit that the shoes' warmth is subjective. Regarding the high price, the customer service remarked that the price reflects various factors, such as new material research, unique design, exclusive manufacturing techniques, and high-end distribution channels, emphasizing that price alone does not fully capture the value of the product.

Critics noted the similarities between the MiuMiu mules and the traditional jiboba shoes, humorously suggesting that the brand had merely appropriated a simple design. The shoes feature cloth fabric meant for comfort and ease of wear, but their practicality in terms of warmth is often determined by personal experience. For the locals, these jiboba shoes are cherished for their comfort and warmth, making them a popular choice during cold winters. The controversy highlights the juxtaposition of traditional craft with high-end luxury, raising questions about originality and cultural appropriation in the fashion industry.