Best known for her role as Alice in Alice in Wonderland, 22-year old Wasikowska is replacing 14-year old Hailee Steinfield in the campaign, the latter of which attracted criticism for being “too young” to front a major fashion label.
Steinfield’s ad, which depicted the actress sitting demurely on a railway track, was banned by advertising watchdogs in the UK, who deemed the image irresponsible.
“Someone should tell the ASA that a fashionable little girl did not just wander unwittingly onto the tracks, not realizing that a train might come and kill her,” commented the Huffington Post at the time. “She sat down, posed and then got up and left. And we are almost 100 percent sure that in doing so, she did not encourage other 14-year-olds to go play on train tracks.”
While the ban is bad news for Steinfield, it’s good news for Mia Wasikowska – although she’s appeared in a number of editorials over the last few years, the Miu Miu Spring 2012 ads represent Wasikowska’s first major fashion campaign. It’s a major coup for the Australian actress, with the Telegraph UK commenting that the Miu Miu contract is “one of the most coveted assignments” in the fashion industry.