Emma Corrin is Rocking Her Charm in the New Miutine Campaign

Yes, you heard correctly: the most-hyped brand of the moment, Miu Miu, is re-entering the fragrance game with a new perfume. Its name? The delicate yet striking Miutine, fronted in the campaign by the house’s global ambassador, Emma Corrin.

“Miutine: an adjective used to describe an individual whose spirit is unyielding, unconstrained. They know the rules, but behave as if they do not exist. They navigate life on their own terms, effortlessly. They do not always show up on time, but when they arrive, you notice. Their actions are often unpredictable. They are the quiet storm in a room full of people. They dress up, just to stay home. An individual confident in their contradictions. They grant themselves permission, instead of asking for it. And even when falling behind, they somehow remain ahead.” So narrates Corrin, dressed impeccably in looks from the latest Miu Miu collection, sprinting through a series of whimsical mise-en-scènes – from a library to a 1950s-style diner with crisp white napkins, from a marble bathroom to the edge of a lake – in the campaign directed by Hailey Benton Gates, a close friend of the house.

“The fragrance represents all the aspects I most cherish and respect in myself and in others: rebellion, expression, originality. It is a fragrance for free spirits,” Corrin explains. The bottle itself pays homage to Miu Miu’s emblematic matelassé leather, complete with its signature label. Its pale pink juice nods to the brand’s distinctive packaging, while its chestnut accents echo the timeless tones of Miu Miu’s leather accessories, adding a touch of nostalgia.

So what’s inside the bottle? Master perfumer Dominique Ropion, the creator of Miutine, describes it this way: “The vivacity and playful quality of wild strawberry bring a lively, joyful dimension to the fragrance, evoking spontaneity and delight.” Inspired by a timeless classic of feminine perfumery, the chypre family, Miutine unfolds with a sophisticated blend of bright citrus top notes, a luminous floral heart, and a rich, earthy base of oakmoss and patchouli. This iconic chypre structure is reimagined with a gourmand twist: an explosive duo of Mara des Bois wild strawberry (a variety beloved in French pâtisserie and that harvests only once a year) and brown sugar accord creates an intimate, enveloping trail.

“I started from a classic and gave it a twist to create something unexpectedly resonant, a harmony of mischievous freshness and sensuality,” Ropion says. A spontaneous fruity opening gives way to the opulence of blooming gardenia, its radiant heart revealed layer by layer. Anchoring this luminous floral, the gourmand depth of brown sugar is laced with crunchy Bourbon vanilla, creating an addictive, melting texture for the senses. A breath of jasmine lends unexpected volume, while earthy, multifaceted patchouli oil grounds the sweetness with refined depth.

The fragrance will be available in three sizes – 100ml (€167), 50ml (€122) and 30ml (€85) – launching in September at Miu Miu boutiques and select beauty retailers. It also marks the house’s first perfume created under license with L’Oréal Groupe, a partnership announced in February 2024 when Miu Miu confirmed its venture into beauty with the French cosmetics giant. Building in the path paved by its “older sister” Prada, which already boasts a fragrance line, colour cosmetics and even skincare, Miutine suggests this is only the beginning.

Courtesy: Miu Miu

Text: Lidia Ageeva