Miutine, created by master perfumer Dominique Ropion, is a playful yet sophisticated twist on the classic chypre fragrance. It opens with a vibrant burst of wild strawberry, specifically the Mara des Bois variety, bringing a joyful, spontaneous energy. This lively opening unfolds into a sophisticated gardenia heart, enriched with a hint of jasmine for added volume. The base is anchored by a rich gourmand accord of brown sugar and bourbon vanilla, creating a melting, addictive texture, with patchouli adding depth and refinement. Radiant and assertive, Miutine is a fragrance meant to be worn for oneself, balancing mischievous freshness with opulent sensuality. The bottle reflects Miu Miu’s most iconic codes, featuring matelassé glass inspired by the brand’s signature leather, a black-and-white label styled as a chic collar, and a sequin-like black cap that adds a touch of playful sophistication. Its chestnut hue recalls the timeless brown of Miu Miu’s leather accessories, adding a hint of nostalgia.
The campaign, directed by Hailey Benton Gates and starring the multitalented Golden Globe-winning actor Emma Corrin, opens in a library where a single word, Miutine, comes to life, embodying bold irreverence. It captures the essence of Miutine’s spirit as an unyielding, individual, and irreverent attitude. The campaign creatively expresses this spirit through dynamic, unconventional visuals, reflecting both the fragrance and the unique character of its ambassador, defined by boldness, effortless wit, and constant transformation