The Italian fashion brand Miu Miu has opened its first boutique in Kazakhstan — and in Central Asia — marking a long-anticipated debut for the label in the region.
The new store is located in Almaty’s Esentai Mall, where it joins other luxury brands, including Gucci and Louis Vuitton.
Language dispute emerges on social media
Despite the celebratory opening, the launch quickly became the subject of controversy online, centered on language use.
A woman identified as Olga Kolesnikova shared a post about the boutique’s opening on Threads.
The post soon went viral and drew criticism from users who objected that it was written in English and Russian, but not in Kazakh.
Read also: The ‘Russian accent’ of Central Asia’s first AI-based digital board member explained.
Although Kolesnikova did not present her message as an official brand statement, the backlash in the comments intensified, turning the store announcement into a broader debate over the use of three languages in Kazakhstan’s public space.
Read also: The ghost of Lenin: Why a café’s name sparked outrage in Kazakhstan.
Later, Kolesnikova shared several photos from the well-known Almaty restaurant Ayul, writing that she was able to «experience true Kazakh culture.» In that post, she also republished her text in Kazakh.
