Miu Miu is without a doubt the hottest brand in the world and the Lyst index has recently released data-driven proof that backs up such a claim. With the brand’s ready-to-wear offering making a consistent mark season after season, it was only a matter of time before Miu Miu tapped back into the beauty world and added a new fragrance to their collection. Enter Miutine, derived from the French word for “rebel”, the fragrance arrives with a new campaign starring forever Miu Miu muse Emma Corrin.
Chaumont ZaerpourMiutine is the perfect fragrance balance: floral, citrus, and earth. It doesn’t stop there, though: wild strawberry and brown sugar accords add an enveloping gourmand element. The strawberry notes are surprising and spontaneous, while the brown sugar and its touches of bourbon vanilla extract add texture and depth. “I started from a classic and I twisted it with a surprising resonance, a harmony of mischievous freshness and opulent sensuality.” Master Perfumer Dominique Ropion shared.
Chaumont Zaerpour
In the campaign, Corrin perfectly embodies the Miu Miu muse: unconventional (they layer a blazer, a knit, and a button down shirt, and pairs them with yellow swimsuit bottoms from the brands Spring 2024 collection), feminine (they are also photographed in a micro mini dress with tights, as well as a satin slip dress with heels), and, most importantly, irreverent. “Irreverence is a tricky thing to capture… It is a quality, an attitude that is omnipresent at Miu Miu,” Campaign Director Haily Benton Gates said.
Chaumont Zaerpour
Chaumont Zaerpour
Chaumont Zaerpour
In Corrin’s hand is, of course, the bottle which taps into many of Miu Miu’s signature elements: the black and white label represent the brand’s love of a collar, the matelassé glass bottle pays tribute to the matelassé leather of many of the brand’s iconic bags, and the chestnut bottle is a reminder of a timeless brown that the brand has loved forever. Miutine is intentional. It’s not an addition to the brand’s catalog, but an extension.
