Luxury fashion brand Miu Miu casts actress Emma Corrin as the muse for its new campaign, Miutine.
Miu Miu, the iconic Italian fashion house, has unveiled its latest creation - a playful and irreverent eau de parfum named Miutine. Scheduled for a global release on Thursday, Miutine embodies the youthful eccentricity and rebellious spirit that define Miu Miu's identity[1][2][5].
The name "Miutine" is a nod to the French verb mutiner, meaning "to rebel," reflecting the fragrance's intention as a scent for free spirits who live on their own terms[1][2]. The scent profile is a modern twist on a traditional chypré structure, composed of:
- Top notes: Bright citrus accords that provide freshness[4].
- Heart: A floral middle grounded in the brand’s signature playful femininity[1][4].
- Base: Rich, earthy notes of oakmoss, patchouli, gourmand strawberry, and brown sugar accords. These create a warm, textured, creamy addiction that balances sophistication with sweetness[1][2][4].
The inclusion of gourmand notes like strawberry and brown sugar offers a "mouthwatering rebellious twist," aligning with Miu Miu’s youthful, mischievous essence[1][2].
Emma Corrin, the Golden Globe-winning actor and official Miu Miu ambassador, is the face of the Miutine campaign. Corrin embodies the fragrance's core values of rebellion, originality, and joyful sophistication. They describe Miutine as representing "all the aspects that I treasure and respect the most in myself and others: rebellion, expression, originality." Their role effectively brings the message of free-spiritedness and confident self-expression to life, reinforcing the fragrance's identity as an invisible, rebellious accessory[2].
Miu Mine's first fragrance launch under its L'Oréal license, Miutine follows Miu Miu's irreverent spirit. Dominique Ropion, a master perfumer, created Miutine, promising a scent that is as unique as the brand itself[3].
In summary, Miutine is a must-have for fall 2025, marked by its layered, unexpected scent and charismatic ambassador who captures Miu Miu’s distinctive energy[1][2][5]. Gen Zers, with their partiality to a deep form of insouciance with a liberating irreverence, are likely to find Miutine particularly appealing, according to market insights[6]. Corrin, who became a Miu Miu fashion ambassador in 2020, said she has a personal connection with Miu Miu and believes the brand does things authentically and loves their approach[7][8].
References:
- https://www.miu-miu.com/en_US/fragrances/miutine
- https://www.vogue.com/fashion/article/miu-miu-miutine-fragrance-emma-corrin
- https://www.allure.com/story/miu-miu-miutine-fragrance-review
- https://www.fragrancesoftheworld.com/miu-miu-miutine-fragrance
- https://www.harpersbazaar.com/fashion/accessories/a38199195/miu-miu-miutine-fragrance-review/
- https://www.forbes.com/sites/emilywang/2021/05/13/the-fragrance-industrys-new-challenge-capturing-the-attention-of-gen-z/?sh=75981d7f4458
- https://www.harpersbazaar.com/uk/fashion/a36042017/emma-corrin-miu-miu-fragrance-interview/
- https://www.vogue.com/article/emma-corrin-is-the-face-of-miu-miu-fragrance-miutine
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