Miu Miu introduces ‘Miutine’, its new fragrance starring Emma Corrin — a rebellious yet elegant scent that redefines contemporary femininity.
This marks the house’s first fragrance under licence with L’Oréal, conceived as an olfactory manifesto to challenge and reshape the codes of modern femininity. Its name, ‘Miutine’, plays on the French concept of mutiny, infused with a playful twist that speaks directly to the brand’s own identity. To embody this sophisticated irreverence, Miu Miu chose none other than Emma Corrin, the acclaimed British actor and brand ambassador since 2020.
Corrin, known for their roles in ‘The Crown’ and ‘A Murder at the End of the World’, frames this collaboration as a deeply personal act: “Miu Miu is fun, about breaking the rules and redefining them. I’m honoured to be part of this new chapter.” Their complicity with the house is brought to life in a campaign filmed in Prague by Hailey Benton Gates, where the narrative of defiance finds its visual form.
The fragrance itself, crafted by master perfumer Dominique Ropion, builds on a classic chypre structure with a playful twist: Mara des Bois wild strawberry, gardenia, jasmine and rose, wrapped in a gourmand accord of brown sugar and bourbon vanilla. The result is a composition balancing sophistication with lightness, designed for a generation that embraces individuality without filters.
The bottle, inspired by Miu Miu’s signature matelassé, is dressed in a distinctive azzurro blue with details echoing the house’s iconic leathers. Retailing between $36 and $172, it aims to secure a place among the world’s top 10 luxury fragrances.
More than just a launch, ‘Miutine’ seeks to establish its own language: a perfume for those who know the rules but choose to live as though they don’t exist. A statement of style and freedom, confirming that Miu Miu Beauty has found its generational emblem.
