LOVED TO LAST

What happens when shoes that are crafted with care, worn with intention become things we grow attached to?

How long does it take to transition from an item we wear to something that signifies us?

We wanted to explore the unique attachment which forms when we find a pair of shoes that we love and how the thought of getting rid of them creates a void.

In a culture driven by constant replacement,

Loved to Last makes space for footwear that tells stories through living rather than unmarked perfection, memory over novelty, and how objects made with care – are kept, lived in, loved, and worn again and again.

So, we decided to seek out the Miista connoisseurs. Find a group of people who had a pair of Miista’s (or many) for a long time and adored them, who couldn’t bear to part with them. Women who felt their shoes had a story to tell about them.

And yes, they’re no longer as shiny and flawless,

and no, they probably haven’t been repaired as often as they should, but what they’ve lost in lustre they’ve made up for in meaning. Because if these shoes could talk….

We criss-crossed London and Paris meeting eight women,

including a graphic designer, a writer, an energy industry consultant, and a film director, where we asked them to converse with their favourite footwear. To reveal what makes their relationship work so well, share some of the experiences they have had together, and to find out why they’re still in love with the same pair, after years of wear and repair.

Alongside these stories, the campaign foregrounds the craft behind every item.

Designed and handmade in Europe, each piece is produced through a fully traceable, vertically integrated, short supply chain. This proximity – to people, process, and place – underpins everything Miista makes.