Emma Corrin embodies the mischievous spirit of Miutine, a new perfume that twists gourmand sweetness with chypre elegance to create a manifesto of youthful rebellion.
The new perfume Miutine by Miu Miu opens with the juicy brightness of Mara des Bois wild strawberry, sweetened by brown sugar and softened with bourbon vanilla extract. This gourmand heart is grounded in a refined chypre structure of oakmoss and patchouli, creating a composition that is playful yet elegant, mischievous yet sophisticated. A scent that doesn’t whisper but winks.
It is precisely this tension between sweetness and rebellion that finds its face in Emma Corrin, the star of the campaign. Their presence amplifies the perfume’s ethos of irreverence and individuality, bringing Miutine’s mischievous energy to life. Corrin portrays the scent as a celebration of self-expression, captured in images that balance provocation with a sense of lightness. Miutine is not just worn—it is performed, a fragrant expression of self.
The launch also signals the re-entry of Miu Miu into beauty under the L’Oréal license, affirming the brand’s commitment to expand its universe beyond fashion. Behind the composition is master perfumer Dominique Ropion, whose work on creations such as ‘Carnal Flower’ and ‘Flowerbomb’ has defined contemporary perfumery. With Miutine, he distills Miu Miu’s duality—rebellious and refined—into a perfume destined to become a cult favorite.
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